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Similarly to hard cash, hard cheese is of great value and something most wish for. Some phrases have originated as a result of this, including the common "Hard cheese on you!", signifying the friendly wishing of good fortune upon another.
The value of hard cheese comes from its astoundingly cheesy qualities; unlike non-hard cheese, hard cheese has an immediate, drastic impact upon that which comes into contact with it, in contrast with the soft, milder push of destiny instilled by regular cheese.