For some people equalization is not easy. In Hainan island there is a shop run by a PADI course director that actually does not teach equalization to it's Discover Scuba Diving customers so that they are not in the water long. They are told that some people cannot equalize so they cannot become divers. The end result is the customer goes home and never tries SCUBA diving again. Equalization can be done by most people. But can be hard, even at times for experienced divers. Here is an interesting article about different ways to make equalization easier even some pre dive tips.
http://www.sportdiver.com/article/news/healthy-diver-ear-clearing-101?src=SOC&dom=fb
http://www.sportdiver.com/article/news/healthy-diver-ear-clearing-101?src=SOC&dom=fb