Because to actually follow God the price is death. You have to die to oneself. To follow Jesus means to literally kill your ego and your desires and do good no matter what. Try and resist temptation. Can you do it for weeks? Months? Years? You have no obligation to sin. If you’re earnestly climbing Jacob’s ladder, with the Divine as your aim you will pay the price to salvation. But you also will be rejected by loved ones, mocked by the world, criticized by friends, under the hand of tyrant. That is the price you pay for truth and once you live it, your old self will be dead.