My first hurt very much (because the epidural didn't take correctly and they didn't re-site it, and because I was being induced by every method they had at the time).
Second time was a walk i the park. YES it hurt, YES I did scream a bit when I over dosed on the G and A, but I have had worse WIND... and there is no benefit of knowing it will end in something any more pleasent than a poop (if you are lucky). AND I had pain during pg that made me feel very sick and sweat and go very pale. It was probably gall bladder (and baby sat on it), THAT hurt way more than labour.
I did the walking up the hill mental image while having a contraction (with 2nd pg, number 1 hardly gave me any chance to go ow contraction before it hit, and the next one, and so on), tho I vividly remember saying sod the bloody mountain, get it out at one point. 
So YANBU, it doesn't hurt for everyone, and IBS hurts more.