It's something we should all certainly strive for, absolutely -- although with Web-based UIs, you're right that it can be particularly difficult. It's all about focus management and keyboard-event handling, both of which require additional time and effort on the part of the developer -- but there are plenty of folks out there (and not merely the disabled) who'll thank you for the care you put into making sure your Web projects are at least somewhat navigable and usable without the need of a mouse.
Rather than expound on the topic myself, though, I'd encourage you to spend a bit of time cruising through the W3C's Web Accessibility site. It's packed with useful information and perspective on this relatively large and important topic.
Making a Web site accessible can be
simple or complex, depending on many
factors such as the type of content,
the size and complexity of the site,
and the development tools and
environment.
Many accessibility features are easily
implemented if they are planned from
the beginning of Web site development
or redesign. Fixing inaccessible Web
sites can require significant effort,
especially sites that were not
originally "coded" properly with
standard XHTML markup, and sites with
certain types of content such as
multimedia.
(By the way, that bit about fixing inaccessible sites requiring significant effort? I can vouch for it firsthand: a relatively mature project I'm working on now is being extended to support full keyboard navigation, and I can tell you that I'd much rather this requirement were articulated at the beginning of the project, rather than now. Grafting on accessibility once a project's well underway can be a major pain -- it's much wiser to consider its importance and plan appropriately early on.)
Lastly, one thing worth mentioning, beyond just that "accessibility is good," is that supporting keyboard-based navigation doesn't just mean supporting the keyboard -- it also, by extension, means supporting standard remote controls, whose navigation and selection commands are often indistinguishable from the commands issued by keyboards. So if you think your project may be displayed in someone's living room someday, viewed from a couch and browsed by remote, then the time you put into keyboard support will be even better spent.