Similarly to hard cash, hard cheese is of great value in our society 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.
Wretched people often firmly hold the hard cheese holy. Why do they rever the cheese so? A likely explanation could lie in the specific qualities of their nostrils.