I think I can answer it from the ladies point of view with a few reasons:
1) The cute factor. First of all, with very few exceptions...most of the really adorable, "oh my god! That is the cutest swimsuit I have ever seen!" only come in smaller sizes. Once you get to about a size 12 (which incidentally, is the average size for a woman in America...but you'd never know that from watching TV or looking at magazine ads) the swimsuits start to look a little frumpy and the larger the size the more so. It's as if the top designers with cute and trendy style ideas have a size line they won't cross.
So I think quite often women buy a smaller size because it's a cute swimsuit and they figure it's a little tight...or maybe a little revealing where it shouldn't be...but what the heck, it's the cutest swimsuit you've ever seen.
2) Denial. Nobody wants to admit they're three sizes bigger than the used to be. Or maybe they wear baggy clothes all the time and didn't notice they've grown. So when they get that swimsuit they select their old size and don't realize it's no longer flattering.
3) Fitting room mirrors. There is some magic going on here...but things often look great at the store and sometimes not so great when you get it home.
4) Who cares. I think some people look at it this way: You're on a cruise. Your husband already knows how you look. You'll never see these people again in your life and if they see your fat belly who cares...at least you'll get a bikini tan line!
PS - I am a size 12 and not ashamed of it. After all, it's mostly muscles from riding all those horses!  But you can bet your #$$ I fight the good fight to stay that size or smaller so I can wear those cute designer swimsuits!!
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