Most people cannot conceive that they don't have to eat the things they eat from a restaurant --- or that they are free to do something non-traditional, in general. In their mind, cooking means cooking the things they order at a restaurant. They don't think they are able to do so or they don't think they have enough time, so it's not an option for them. I hear people talk about healthy eating as expensive, because supposedly-healthy meals are sold at a premium to health-conscious customers at restaurants.