It's not that it doesn't seem that way. I think people are generally aware that the benefit is greater, but they're also aware that the cost is greater, so it still loses the subconscious cost/benefit analysis. If it were strictly equal in all other respects but more rewarding, everybody would create stuff. But making a video game is way harder and way more expensive than playing one. (This is similar to the reason people drink soda instead of water. They know water is better in the grand scheme of things, but they also know that water means sacrificing temporary happiness for future happiness, and the future happiness doesn't seem enough to compensate.)