I think that only applies if people have the option of selecting the things that they actually want. From what I've observed it's more often the case that people don't give up the things that they value less for the things that they value more. Instead, they give up the only option they have to trade (e.g. labor at jobs that they despise) in exchange for the only option they can trade for to survive (e.g. products that keep them alive but provide little satisfaction).