I don't know that much about the inner workings of Congress, but I'm guessing that it might be because reps who vote against party lines won't get support for their own pet projects later on?
It's also easy to run an attack ad saying "Rep. X voted to keep job-killing Obama regulations" without saying exactly what the regulation was so the potential voter never questions whether they might have wanted it in place.
That, and the Congressional GOP used up their political mana points on the failed Obamacare repeal.
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