Point is, if one is not willing to do whatever it takes, he probably doesn't really want to do the said thing, but rather tries to live up to social expectations.
Well, not wanting to, say, sacrifice your loved ones for something or play dirty to get it, doesn't mean you don't want it. It just means you are a moral guy, instead of a ruthless jerk.
I want a new car, but I'm not willing to steal to buy one --even if I have some scheme by which I would not get caught. I'd rather work and find my way to pay for it. That doesn't mean I don't want it.