You're right in a sense. The thing is what people are "willing" to do or what they "want" is a somewhat amorphous concept and depends on how options are presen

You're right in a sense. The thing is what people are "willing" to do or what they "want" is a somewhat amorphous concept and depends on how options are presented to people. Human nature involves the ability to let different dimensions of our cognitive apparatus cover one another's weak spots. In my view, a lot of what many would consider wise decisions throughout human history have been instances of this, many of them in the form of law, from child-labor restrictions to drunk-driving laws to birth control to incest taboos. There just seems to be a certain segment of society that for some reason insists that "what the consumer wants" has to be construed in this narrow way as what is in the person's mind at the instant of a decision, and that any attempt to broaden that person's decision-making is somehow unnatural. Well, no. It's good to make changes that create immediate costs if doing so can save us from future costs that we're not good at foreseeing at the moment. It's good for Ulysses to ask his men to tie him to the mast. It's good in many cases for people to deliberately, explicitly, not do things they feel like doing because they will regret those things later. I believe this is often true even from a perspective of self-interest (e.g., people will not like it if a monopoly emerges and raises prices later), but it's even more true if you incorporate a bit of consideration for the well-being of others, and I think plenty of people are willing to do that to some extent.