A race is a challenge and that challenge exists regardless of whether the race is hilly or flat.
I prefer off road hilly races rather than flat road races, I find them more of a challenge. I'm respectable at both up and downhills. There is a challenge in getting the pacing right and this is so much more on hills. Just going out and mantaining a pace throughout a race is not much fun.
I ran a 5k on track yesterday, yes I got a pb but after sorting the pace out 12 laps of the track just maintaining that pace? Not fun.