It is not important enough to you!
Deuteronomy 8:3 (NIV)
He humbled you, causing you to hunger and then feeding you with manna, which neither you nor your fathers had known, to teach you that man does not live on bread alone but on every word that comes from the mouth of the Lord.
We speak of it’s importance, but if the words were life to us, then “life” would not keep us from what is vital to our survival.