If you like hills, then you probably don't mind running when there is a nice head wind. If you don't like hills then you probably feel the opposite about the wind. Running in the wind can give you strength similar to running hills.
This is not a scientific fact but based on personal experience running in Houston where it is completely flat... I could see benefit in my long runs when I had to finish up with 5 miles against the wind on the way home. I was much more fatigued and came back stronger that next week. Wind is good.