Think about it. What do you value more?
The car you were given or the one you paid for with sweat equity?
The partner you have to do nothing to win, or the one you have to pursue?
The A you got because of a curve, or the A you got as a result of a lot of study and hard work?
Why do we value challenging things over easy ones?
Probably because when we invest and risk ourselves heavily pursuing a girlfriend or making an “A” we have something to lose, and when we have something to lose we fight to keep it because no one likes losing.