Scenario 1: You are offered an ice cream , let us call it ICECREAM 1. It has a slightly broken cone. It seems yummy and you decide to eat it and are happy.
Scenario 2: Say you were offered two ice creams to eat at an ice cream shop. One is an ice cream exactly similar to ICECREAM 1 (from the first Scenario) and the second ice cream ICECREAM 2 has an unbroken cone. You chose to eat the first ice cream here. You are upset because after you start eating you notice that the cone is broken. Though in the alternate, no-choice realty, you were perfectly happy with ICECREAM 1.
Humans tend to compare within the options. The level of satisfaction is reduced every time we see something new or better in the market. May that be a better cone, or better phone! We keep on comparing them all for a better option to have for.