Let's forget Halo for a moment.
Imagine that one of your friends tells you that McDonald's is a great restaurant. He loves it. He says it's great because it has so many menu options-- Burger, fries, fish, chicken, salad, ice cream, and so on and so on-- and they're all equally made well for a cheap price. Well, that's hard to argue with that because there are a few things your friend is right about-- there are a lot of menu options and they're all equally edible and of about the same quality for not that much money.
Now let's say that you and your McDonald's loving friend go out to dinner one evening. Your choice? A sushi restaurant. You tell your friend that the restaurant is great and for about the same price as a burger and fries at McDonald's, he can get a of roll of sushi. After dinner, your friend tells you that while the sushi was pretty good and it was the first time he had pickled ginger, he thinks McDonald's is a better restaurant overall. Sure, the sushi was better than a breaded cod sandwich, but he couldn't even get chicken nuggets or a shake there.
"What? how can you think McDonald's is better?! That restaurant had amazing sushi! you said so yourself!" you say. "You had never known about pickled ginger before tonight."
"Yes the sushi was better than the fish sandwich at McDonald's, but I couldn't even get fries! And pickled ginger is too weird to eat regularly." states your friend. "McDonald's a great restaurant, face it."
"McDonald's isn't a great restaurant. Nothing about that restaurant is great. It's adequate. You just like it because it has foods your comfortable with having." you reply. "You even admit that the sushi restaurant had better fish than McDonald's, I bet I could find a better burger and better fries elsewhere too."
"Yes," says your friend, "but we would have to go to a couple different restaurants, right? McDonald's gives me everything I ask for in one place. The food isn't bad, is it? It's just not spectacular. If the sushi place were so good, shouldn't it at least have fries?"
"I don't know. What I do know is that the sushi is awesome there and I like pickled ginger. If I want a burger and fries, I'll have to go somewhere else, but that's o.k. because the sushi is that good." you retort.
"You just don't understand. The food is good enough and there's a lot on the menu. You think that I don't know what I'm talking about just because I don't like pickled ginger. Sushi is good but so is the fish sandwich." replies your friend. "Also, everyone eats McDonald's."
At this point, you realize that your friend probably has no taste in restaurants even though he's willing to eat sushi. You might never need to go to a McDonald's because you're aware of more individually satisfying options available. Your friend is satisfied by choice alone, regardless of how poor all of the choices might be. The curse of this is that the people who enjoy sushi are far out numbered by those that would rather go to McDonald's and that this ends up smothering the market for sushi. It's hard not to blame McDonald's and it's fans when they're the main reason why good restaurants don't want to set up in your town.
Later that month, your friend calls.
"Hey, I got to take you to a great restaurant. The foods better than McDonald's, too. It's called Denny's!"