How hard is it?

As you can see, I'm quite an evangelizer for SOA. The main reason being that it delivers (in my humble opinion) the alignment between IT and Business. Delivering business services (recognizable and usable services for the business community) is what IT is all about. However, whenever I get into discussions with IT personnel, I usually meet a lot of (initial) resistance. Of course, change is stressfull and can even be threatening, I understand that. But what I really don't understand, from a technical point of view, is: isn't it great to have all those new technological challenges out there? Isn't it marvellous to see you can build services so easily and building return on investment?