Rejection is painful because of the "simulation heuristic" -- imagining yourself enjoying working at the place / going on dates with the person.
The simulation heuristic works the other way too. You can easily imagine being disappointed by the new restaurant. You know what? Let's just go to Shmookey's, we always go to Shmookey's on Thursday and get the steak.
edit: actually, no, simulation heuristic isn't quite right. Sunk cost fallacy? Someone help me out here.