For example, because the easier targets don't happen to possess something of value to you ?

As a random side note, how much "praise" the sword-conversion of the Baltic pagans earned the Schwertbruder and Teutonic Order is more than a little questionable, as at times they were almost in open war with the Pope (who in at least one occasion sent Papal troops to defend the pagans from the predations of the Germans) over the matter... The Swedes and Danes preferred more peaceful (and cost-effective) missionary work, normally only bringing military force to bear if the pagans engaged in violence against the preachers and converts (which was the original idea of Christian "just war", ie. retroactive defense of the faithful) - nevermind now that the missionaries tended to be the harbingers of royal authority, laws and taxes. Although I know the Swedes also conquered at least one part of the northern Finnish coastline for no other reason than subduing the annoying pirates operating from there.