On the other hand, choosing where to go is an emotional argument. By the time someone has made the decision to go to the US because of advertising and marketing

On the other hand, choosing where to go is an emotional argument. By the time someone has made the decision to go to the US because of advertising and marketing, the fee for ESTA or a visa are secondary concerns. Even more so if the decision maker and the accountant are not the same person, as can happen in families.