You go for it because you get the higher score if you hit it.
Bingo.
Remember the time when the quad jumps weren't worth going for?
Who says they weren't worth going for? If the reward is big enough skaters will go for them. If the reward is small, of course they will not take a big risk for a small reward.
If a quad skater loses to a triple skater, they may not see benefit of attempting quads and losing further places. The answer is to go back and work on their presentation and spins and skating skills, to level the playing field and make their higher jump difficulty the deciding factor.