Hickey's other talk says hard is relative, and I happen to agree, especially when it comes to naming. The question is to what degree of exactness you can confirm what exists (in problems). That is a function of your degree of truthfulness. So it's "hard" only in the sense it's hard to approach 100% truthfulness. However, I have observed that one doesn't need 100%, one needs to be beyond a certain threshold of effective sufficiency. And according to human history, special, rare individuals are born who do exceed that threshold.