Why shouldn’t I get a cooling-off period over my EE contract?

I regretted signing a new deal in store … but there’s no way back

A few weeks ago, I went into an EE shop with the intention of reducing my monthly mobile phone payments, as my contract was nearing the end.

However, I was convinced by a good salesperson that getting a new iPhone and sticking with my £50-a-month contract, was the best option. It all moved very fast, and I regretted my decision almost as soon as I’d signed. By the time I’d got back to my office, I had resolved to return the phone and do as I’d originally intended. But I have been told that there is no cooling-off period for in-store purchases.

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Source: the guardian
Why shouldn’t I get a cooling-off period over my EE contract?