Jazzmammal, you are right, but people usually don't think that way. People want to be punished.

...
When Deutsche Bahn, the major German railway, introduced a new price system, many people complained. What Deutsche Bahn actually introduced was a type of an early booking deal. You get a discount if you buy your ticket early. You pay 100 percent if you buy your ticket just before traveling. Now people are complaining that they get punished and have to pay more when they go to the station just before they enter the train. Their perception is that the early booking deal is the 100 percent price tag ...
Most people never see the opportunity but are very aware of the [perceived] punishment.
Sometimes I see them as catholics:
A convinced atheist, who has just died, suddenly finds himself in a dark passage. He discovers a sign: "To hell". He has no other choice but to follow the passage to hell. After some time he gets to an unlocked door. The atheist enters hell and cannot believe his eyes. Bright sunshine, pleasant temperatures, palm trees, ocean beach, all 100 meters a beach bar, happy people cavort in paradisiacal conditions. The late atheist just goes along the beach, until he suddenly sees a figure with a horse's foot and a tail sitting in a beach chair. He walks toward the figure and asks, if he was the devil.
The devil affirms this and very warmly welcomes the newcomer to hell. After some chatting he sends the atheists to one of the beach bars to get a drink there. The atheist took a drink and strolls along the beach to hell continue to explore.
Between dunes he discovers a large, deep hole. Curious, he lookes into the depths and is terribly frightened. He looks at the bottom of this deep hole and sees whimpering, unclothed people around a blazing hot fire and wild beasts beating on their bodies.
Immediately the atheist is confused and runs through hell and asks the devil somewhat dissolved about that hole. The devil does not understand the question and so the atheist asked again after the deep hole with the fire, the beasts and the people back there in the dunes.
"Oh," says the devil, "This is for the Catholics. They want it so ..."