It's hard to put into words Ivan and Cletus
It's that spark driving the progression of your life, not just materially, something else, like gaining power, our striving for something that doesn't just bring contentment or pleasure
Take stoicism for example, the belief that happiness is gained through virtue and not pleasure. Why would a lemming abdicate his pleasure to pursue a life of virtue in today's society?
Now a person who isn't a NPC would see that philosophy and potentially, key word, change his lifestyle to match that. In his mind he would be throwing away contentment for self control, his indulgence that brought him pleasure for prudence that taught him disciple etc
Again, it's hard to put that "spark" into words, look at people like musk, or tesla, they didn't work or create for money, they did it because that spark compelled them to