It doesn't help that capitalism is so ingrained in our culture. Go to good school, get a worthwhile degree to make yourself a valuable commodity (don't ever pretend you aren't a commodity, that's all labor is) and if you're lucky you will live a good life. The thought of not having to WORK, to be BETTER than the competition just doesn't make sense to a lot of people. While I just made a comment on reddit not more than an hour ago that humans are a naturally cooperative species, ultimately our base instincts are still to compete for resources to rise above our peers (even if we may help our own in the process).

It's going to take a lot of social training to make people comfortable with the fact that we are rapidly approaching a post-scarcity world where the traditional model of growth-fueled capitalism falls apart (and it will happen, Earth can only sustain so many humans at a time).