We're not choosing in the strictest sense but the BBC charter states that programmes must serve the interests of everybody - that is why they have to serve the interests of numpties - as well as those interested in documentaries, all types of sport, learning programmes, language, arts and so forth. The BBC have tended to adhere to this charter on the whole.
I'd contend that the quality of programming would be overly commercial If the BBC scrapped the licence fee, they would programme what suited the majority - not the interests of everybody - i.e. the opposite of a pluralistic system.