If there are new or existing options they want to promote, they may want to change the order in which they are read. Instead of press 1 for x, 2 for y, 3 for z, they change it to press 1 for z if thats what they want to get more use out of.
If people are pressing the first key because they assume that is the right choice, you may want to work on better descriptions of the available choices.