Welcome to Human Nature 101, where things that are scarce are more popular and automaticly assumed to be better/tastier/more exclusive.

For reference, see the world around you. This even applies to a last cookie in a jar, in experiments when they asked people to rate a cookie, people who got the last or one of the last cookies in a jar subsequently rated the quality/taste of the cookie multiple points higher, then people who grabbed a cookie from a overflooding jar.

There are lot's of variants on this theme, for example a jar with 10 vanilla cookies and one chocolate cookie, or visa versa. It's fun to try out :)

Want an example closer to home? How about timed Steam sales? It's the same principle, if you don't act fast, it runs out, wether it's a product or time, for the human subconcious mind this is the same. It spurs us into action, since the reward is percieved to be of greater value. ;)

If you educate yourself further in this particular part of human behaviour , it might shock you how much of the "choices" you make in daily life have been weighted/calculated by the "drivers" installed in every human being, making the outcome of your decisions way less random/opiniated than you might imagine. this makes for some very very interesting Philosophy matter :p