In a world that's seemingly turning more and more unpredictable, people want to do the seemingly safe, stable and predictable stuff.
The stuff where there's a map to follow.
Where you get a guidebook that tells you to do x and then you'll get y.
The only problem is that there are now way more people that want to do the safe, stable and predictable stuff than ever before.
As a result, the easy and predictable stuff is getting harder and harder and a lot more unpredictable.
While the hard and unpredictable stuff is getting (comparatively) easier and easier and more and more predictable...