A mission
A challenge
They will find and put themselves through one.
People also need rest and not to be burned out.
Both.
When life gets too easy, then people do not know what to do. They still find work and challenge. Might be something that marketers have known.
"Work" to establish credibility aka spending with an AD, so you can get "access" aka chance to spend more money, on nicer watches. These are investments. Or exclusive.
Or other projects. Just to show that people want to work hard on things. Researching so they find the best thing. When a satisficing approach would do.
Curious.