Imagine walking into a store filled with an infinite amount of selection but a finite amount of time and resources to select what you get to keep. How would you feel?
Now imagine flipping the situation around, where you walked into a store where there was only one thing you wanted and could afford to grab. How would you feel then?
Exerting your free will to make decisions is exhausting. It comes at the cost of time, emotion, and energy.
In a complex world with infinite choices, we can save energy by setting up artificial rules and constraints so that we have fewer decisions to make, especially when they are of lesser importance.