People generally want the thing in life that they can't have. And all too often, they treat the things that are readily available to them with a little contempt. It's psychological fact! You don't really have to take my word on this - you only have to take a look at yourself! Would you be prepared to go that extra mile to acquire that thing that you have always dreamed of but never thought you could have? Of course. And how do you look on those things that you can readily have? Would you go that extra mile to acquire a cup of coffee? Probably not, but you might if it was the world's most expensive cup of coffee and it was available to you for free.
"Love doesn't just sit there like a stone; it has to be made - like bread, remade all the time, made new." Ursula LeGuin