If you’re going to organize your society around the theory that humans don’t actually possess free will, you’re going to produce a fair number of outcomes that a classical liberal would find abhorrent.
It's only assuming that free will requires effort to exert. They shouldn't be required to waste that effort on defending themselves from attempts to trick them into buying things they don't need.
People aren't lizards, however. You demonstrate that by engaging in the distinctly unlizardlike behavior of employing a false dichotomy to imply the opposite.