This is a reasonable default option but not necessarily the best for everyone.
There is a flaw in this statement - you are encouraged to save more today in order to maximize amount of money in your retirement account, with side effect of some immediate tax savings (which btw will not be in absolute figures but will be in rate - if you save more to 401k, your tax rate will be lower but amount of tax you will pay will still be higher).
If you are too far from retirement and have other goals that will come before retirement that could be very important to you, it becomes a decision just like anything else, not a no-brainer.
This is because of tax law - you are very constrained in your ability to take money from 401k before retirement if you need it.