Why is the cost of producing video so @#*S% expensive?

Where does the money go?  Sometimes I am surprised myself when I look back at the time and money we spent per project.  Here is a quick breakdown of the percentages on a typical Rebel Unit Media project.  The interesting surprise here is that creative (Idea generation along with script and storyboard) are nearly 50% of the time/money cost in a project.  Anecdotally, I would have expected the skew to be more 30-70 or 40-60 skewed towards most time spent actually producing the content.  The moral of the story...Good ideas are hard to generate (and expensive!)