Hmm, I guess because sometimes good moves look bad, and bad moves look good!
So maybe we don't trust that the good move works, or when we try to play what looks good sometimes it turns out bad because of some minor detail.
There's also the difference between recognition (recognizing something once you see it) and recall (remembering it with nothing to prompt you). When studying, you might see an idea and after seeing it tell yourself it was obvious... but during a game there's no one to suggest moves for you like this.
Why is it one thing learning something... but another using it there and then in a game?