How come taking short trade seems more difficult than a going long?

I somehow find taking long trades is easier than short trades. May be because we are taught to do "good things" or "right things" .. short trade doesn't come naturally to us.

Samir Arora - one of the few I like to listen to has an interesting interview here - http://www.moneycontrol.com/news/market-edge/market-rallies-is-it-time-to-book-profits_483839.html

And the answer to the last question is what I liked the most:

Q: And you are sure that it’s not time to cut the shorts in telecom because Bharti has had a good run from Rs 260 to Rs 350?

A: That is basically, according to me, only ensuring my next years performance will also be good because I need some buffers for next year. It’s actually not Bharti per se, but the whole sector will become a bit of a joke with this sea of Etisalat coming into India and not appointing investment bankers, but only telling the press that he is interested in R COMM, no-no I am actually interested in Idea also, no-no I am interested in a third company. Where have we heard of a guy wanting to buy a company first announcing to the world that they are interested? I don’t know, maybe I have not tracked their stock, maybe they get a boost every time they say they are coming to India or even planning a visit. But it is unheard of for somebody to say upfront that you know I maybe interested in this company, so take it up 5% so that when I buy it, it becomes more expensive for me, stuff like that. So, I have, every day this kind of news coming in and we remain, it doesn’t matter, we are long short, we have to have something on the short side, so it doesn’t matter whether its telecom or commodity. It’s an intellectual business as much as actual returns and so we get intellectual satisfaction from some of the shorts. So, we will remain short.

May be if we approach the short trades as an "intellectual endeavor" it might take the burden of "doing good things" off the mind.