Obviously the South-East offers the best quality of life in the country
It depends what you value, and a lot of people value the things that you tend to find outside the south east.
When I head out on an evening I can walk/run up to the moors and crags in minutes. I often spend time sitting up there, listening to the sound of the curlew and watching the lapwing flying against the backdrop of the sunset. I love the feel of the gritstone under my hands, and the smell of the heather. All of that adds immeasurably to my quality of life, and you won't find it in the south east.
If the main thing I valued was having 10 different bars or restaurants within 10 minutes of my door, or being able to buy milk at 2am, I'd live in London. But it isn't.
The culture and amenities that I can get to from here are fine for me - several cities, all with theatres/bars/restaurants etc. There are some amazing restaurants near here, but that's not something I'm going to do every week, is it? I spend far more time outdoors than I would going to bars or the theatre if I lived in London (I know this having lived there), and the outdoors has the advantage of being free.
(*The sun sets on a proper horizon that isn't blocked by buildings here - you can't see a proper sunset in a city.)