As the saying goes, if you want to be rich, build the route first.
The reason why those lords who had been awarded territories were unwilling to come here could only be due to the harsh living conditions here—the northwest was very cold and remote, and the route leading to this place was a long and tough trail. These difficulties were subjective and could be overcome. After all, who didn't want to have his own kingdom and claim dominance across his land, and who didn't want to keep a route of retreat for himself?