As the industrial revolution progressed, public education became available, churches became centrally heated, streets were paved, houses larger and better heated and lit, people were cleaner because bathing was easier sometimes, you could rent a ride to somewhere (cabs, omnibuses, trains, livery stables, ferries, ships) instead of have to own it or walk, there were hospitals and doctors a few minutes away instead of many hours, and there was food brought in from all over rather than just what you grew yourself.
There are a wide variety of jobs in town or a city instead of being a jack of all trades, master of none on a farm. Specialization means better income, more satisfaction, a reputation and status, proper tools and materials instead of improvised ones on the farm, training or advice, paying customers, and your own business or a good job.
It was "the Golden Horde" who undertook the task of conquering Russia, although it should be noted that many other groups have attempted to take this land in the past as well.
