Just to set the record straight. Generally with an IRA, you have MORE investment options. "Better" is subjective and doesn't ensure a person will select the "right" investments anyway.
Nothing is "free". Either and IRA or 401(k). These aren't provided by charities after all. Some 401(k)'s can actually be less expensive if you're with a large enough employer and thus they are able to offer lower large institutional fees on the investment. This isn't he norm, but it is out there so don't assume an IRA will always be cheaper.
I have a SEP-IRA through Schwab which has no costs outside of their standard brokerage fees (i.e. purchasing a stock through it would cost $8 or whatever). They have a pool of ETFs that cost nothing to trade, and all have a very low expense ratio: if you solely invest in these ETFs you wouldn't end up with any fees (outside of the ETF expenses).
It works similarly for their regular IRA/Roth products, and I know a lot of the other larger brokerages work the same way, incentivizing using their funds for no cost.
There's no way a 401k is going to compete with that
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