Eating fewer calories is not happening in a vacuum. It means giving up food, which is, broadly speaking, the joy of life for many people. Exercising means committing to spend time in an environment and doing an activity that many do not like at all——it thus means going against their desires for months, years etc.
And I am writing from the position of someone who is in shape, fit, does boring things that work, but had, like many, very limited success in persuading others to follow boring advice.