Why is it so hard to sell something positive?

Denzil Washington's movie "American Gangster" topped the box office raking in $46,344,000 over the weekend. Stories surrounding sex, drugs & murder will continue to rake in the big bucks. This poses a question regarding everyday business, is it possible to survive in the business world without getting your hands dirty? I think it's achievable...it may just take a longer time to get to where you want to be.