>On the flip side my government insists on giving me a choice of schools for my child. I don't really want choice, I want the local school to be good and for my children to go there.

Yeah, people mostly start asking for control when you make the default experience shitty. They want control to escape the hell they've been put in, but they have to pay a price for it either in money or time. So functionally, "give users more control" is really saying "make the user pay more to use my product."

In an ideal world everything would be bespoke and custom tailored for me, but the idea there is that the tailor knows how to create what I want. Not that I have to go tailoring all my own stuff. I'm not competent enough to do that unless it's my hobby.