I have a thought model that fits your explanation. That is a size of choices. Once they see peers have more choices to be happy, they know they have too small ways to be happy, and then trying to expand that choices. Ignorance is bliss is kinda stuck in local maximum is bliss.
An interesting approach to a pleasure/pain maximising agent. It could also fit with a picture of shame touched a bit in the article leading to insecurities which are then compensated in competition.
