When I say "costs" I don't mean the $20 for the Uber (although that's not nothing). You have to think about the guy who wants to stop at the bar on his way home from work. To do that properly, he has to drive right past the bar, park at home, schedule an Uber, wait for it, then take it back to the bar.
Or he can just stop on his way home.
We both know what the right thing to do is, but one has significant costs the other doesn't.
Or imagine he does stop at the bar on his way home and tells himself he'll just have one beer, but he ends up having four and shouldn't drive. Now he has to get an Uber, take it home, get another Uber before work in the morning, and take it back to the bar to get his car. And then, finally, head to work.
Or he can just drive home.
Again, we both know what the right thing to do is, but one has significant costs the other doesn't.