They perfectly can. It requires them to make a collective choices that will require individual sacrifices in order to achieve collective gains (assuming people actually see it that way).

And that's clearly not in anyone's interest. And you're one to tell them what's wrong or right.

There's no system. There are free individuals living their lifes as they see fit. But you somehow keep imagining an evil monster that suppresses everyone's free will, while you, the hero, are unaffected.