Two models of software from a user's perspective: "I'll manage the process" vs "you do it for me."
The former is more a tool.
The latter is more of an assistant.
The question is: who does the user blame if it doesn't work?
With the tool model, you as a user have to manage it and think about it.
With the latter, you can hand over all responsibility for the outcome.
The latter requires a brand for the reputation to accrue to.
If the brand does a pretty good job in most cases, people often would prefer the convenience of not having to be responsible.
At its heart it's a convenience vs control tradeoff.