You, yefragetuwrabrumuy see the reasons as "obvious" because you understand the situation. Cool. That said, what are the obvious reasons?
One whole heck of a lot of water sitting on top of it. The last time it was mined was about the same time they started using tungsten filaments in light bulbs.
However, once the price of rare earth minerals starts skyrocketing, that water is going to look a whole lot less valuable.