Agreed.
One of the problems is, there's a lot of info out there, on the internet, in books, magazine articles and so on, and most of it is just nonsense, leaving people with the problem of trying to sort the wheat from the chaff.
Another problem is that photography (including lighting) is all subjective. People rave about shots that are technically awful, people can produce really good shots by accident and so they can't replicate them, but all that seems to matter is that some people like them - nobody can say that the shots are bad, because we all have different views. And because of this, it's difficult sometimes for people to set themselves learning targets, which makes it difficult to learn.
And another problem is that it can be difficult for a lot of people to see through complex and clever PP to the actual photo, so again poor lighting can be made to look OK, even though it would have been much easier to get it right in camera in the first place (actually there's a real limit to what can be done in PP in terms of lighting, because a computer monitor is flat and light and shadows have 3 dimensions.
But yes, lighting is easy, once people understand the nature of light as well as its importance.