But why do they not apply it?
Preliminary hypothesis: Doing shit differently is hard.
"Hard" is just a dormitive principle here. If we observe many people attempting a thing and few succeeding, we call it hard because that is what the word means. It is not an explanation of why most fail, only an observation that they do.
This is the fourth of Tim Urban's series on Elon Musk, and this time it's about some reasoning processes that are made explicit, which LW readers should find very familiar. It's a potentially useful explicit model of how to make decisions for yourself.
http://waitbutwhy.com/2015/11/the-cook-and-the-chef-musks-secret-sauce.html