Going the extra mile can set you apart, get you noticed, it can make relationships better and help you create new ones. The trouble with doing that extra step is consistency. Before you know it people come to expect more from you and it does not have the same effect anymore: the wow is gone. So you either stop doing it and go back to status quo or you have to step up your game and continue to find ways to make things better which needless to say requires effort.
So why put in the extra effort especially if the stakes keep increasing? Well, because the alternative is mediocre and who wants to be that? At the end of the day you will have a more fulfilling life and get more out of relationships/career/life etc. knowing that you did your very best, gave it your best shot and didn't just settle for good enough. Because it will be good to look back and think no regrets.