I could tell that hundred dollar writer why, in spite of publishing everyday, they are barely making coffee money. They are not taking chances. They are not going deep enough. They are not writing about something they feel strongly about or something they are trying to understand. They think they are working, but they are not really doing the hard stuff.
I read an article much earlier today and I said to he writer that his article was too short and could have been so much better.
He wrote back saying that he was scared that the medium writer might not read a long article.
My take is that people are frightened to take risks and dare to go to places that no one has been, mentally and psychologically.