Human nature adapts to everything, good and bad. We get used to more money, luxury, pain, all of it. Business stays hard because people keep changing what they want, and life keeps throwing different challenges at you.
Why is business so hard? Because the heart changes. What's really interesting about humanity is that we habituate really well to everything. If you make more money, you just get used to it. It stops being cool to go out to nice restaurants, but you also adapt to negative things. If that were true, then why is business so hard? Because the heart changes. If you want to punish someone effectively and actually like make someone's life miserable, you want to vary the intensity of punishment and the variety of punishment. And you know what's really good at doing that? Life.
