I'm not sure if it's hard, per se, so much as it has an unsavory feel to it, particularly if manipulation is involved. That's why sociopaths do well as business leaders.
Simon Baron-Cohen breaks empathy into two parts: cognitive (understanding people's thoughts) and affective (a desire to act appropriately). Autistics have functional affective empathy, but difficulty with cognitive empathy, while sociopaths have functional cognitive empathy, but little affective empathy. I think a lot of business culture, especially at higher levels, is driven by the ability to act without affective empathy. So it's not so much that the social rules are complex as much as they are disgusting.