Good application is rare because it requires creativity and courage. Creativity is required to envision the battles fought daily in the lives of God's people. Courage is required to apply God's Word to those skirmishes on a personal level. Because application concentrates on the transformation God requires of his people, hearers, unwilling to directly attack the message, often attack the messenger. Therefore, the messenger is tempted either to mince words or avoid the application.
Good application is rare because preachers fear being too simple.
Application is neither ethereal nor esoteric. It is practical and pragmatic. Jesus did not worry about such concerns. He spoke simply and plainly. He spent little time sawing sawdust.