Quote - William Edmund Hick

User’s time is precious! Time = Life.

Don’t allow bad design decisions to steal life from your users. Nobody is obligated to stay or use your product. (especially when there are alternatives)

Get to know the user, interact with her. Guide the user toward her goal by highlighting the choices she cares about in that context.

This will optimize the decision making and speed up the completion of the task. In the end, both sides will be happy.