Why make things easy? Why not do the hard thing?
I refer the reader to JFK's speech at Rice University:
>But why, some say, the moon? Why choose this as our goal? And they may well ask why climb the highest mountain? Why, 35 years ago, fly the Atlantic? Why does Rice play Texas?
>We choose to go to the moon. We choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win, and the others, too.
They are doing the hard thing because they are capable of it and have the self esteem to leave the easy thing for others to do.