It's certainly true that Lutherans have a long tradition of emphasizing certain things over others; this is probably a lot to do with a worry that some things can be easily misunderstood.
I think we have a bit of a knee-jerk reaction to talking about things like sanctification and holiness (etc) because we are concerned about things such as misunderstanding the Third Use of the Law leading to error. And so we tend to emphasize more those things which we want to really cement deep.
For example, it is true, in Lutheran thought, that we are in a process of being conformed and renewed in Christ, the "renewing of [our] mind" the Apostle speaks of for example. But even in saying this I can kind of feel part of me want to knee-jerk back to emphasizing that this life isn't glory, but cross; not because to say that we are being renewed, we are being transformed, that God's work is in process in us is wrong (because it is very much true and right) but because of how often I see (and in my own past experienced) how easy it can be to turn talk about our growing in the Lord into a system of performance and pursuit toward personal glory.
My own experiences, when I was younger, where by the emphasis on my growing, becoming holier, should bear certain characteristics--I should be sinning less, I should be becoming more holy, I should find certain struggles less of a struggle, etc and yet I was constantly beset by struggle, I didn't find myself becoming better, no matter how hard I tried, no matter how much I prayed, no matter how many times I was literally laying prostrate on the floor of my room begging and pleading with God to help me. And that terror and despair I experienced is not something I want anyone else to ever experience. I want to preach the Gospel, I want to preach God's love and kindness toward us sinners in Christ. I want to preach faith and hope in Christ.
So those are my biases, certainly. My knee-jerk reaction, out of concern to not let the conversation spiral out of control and give the impression that Christianity is about our "getting good", rather than God's good for us in Christ.
-CryptoLutheran