[Natsu]

I take the view that many aspects of human 'irrationality' have their basis in people trying to avoid being manipulated by others, though they certainly don't always work.

I don't know how to prove whether or not that's true, but it tends to explain things like our response to the Ultimatum Game. And that's essentially what we're dealing with here: people who make deals that are too one-sided (huge price discrimination, etc.) may trigger a backlash, even if the offer is an improvement on the status quo.

https://en.wikipedia.org/wiki/Ultimatum_game