Pavlovian reflex. They know it is something they can't, or shouldn't have, but they've been programmed to do so from a young age.
Want sweets? Sorry can't have it.
Want to question religion? How dare you be so impudent?
Want sex? No, here put on this "ring" & watch Disney instead.
Want love? No way! Hollywood has a monopoly on that & a perfect version of it no less, so you'll always feel inadequate & unable to succeed at relationships & be left unfulfilled.
Want to tell the world what to do, how to do it & be a busybody in general? This way please, we have just the role for you to play in our planetary drama.