Honestly, this was something that irked me and was one of the first things I ranted about on this forum. Jordon poses a really big question IMO in terms of why we struggle to live the way we do (or in Rand's case, "What is Rand fighting for?"). Ishamael's reason for going over to the dark one was a logical one. Given the trend in the pattern, eventually the dark one will break free, or in terms we can identify with, we will all eventually cease to exist leaving behind nothing, so why bother with anything? It's all vanity in the end.
I was hoping for some profound and insightful answer to this question, but instead the answer that Rand finds is in all the memories of him banging hot chicks throughout time. I mean, I get that Jordon was saying it's all about love or whatnot, but then even Jordon seemed to think that just one love wouldn't be enough for Rand to endure all the crap he endures. So Jordon/The Creator was like, "Alright buddy, you do this thing for me and I'll get you 3 smoking hot chicks of unique or high status, the powers of a god and to hell with Egwene cause we stopped caring about her after Caemlyn in EoTW."