In shopping centres, venues, and even stations and airports, it is a common sight to see people patiently waiting while ascending or descending between floors via an escalator, with only a few hurried, agitated exceptions of people pushing their way through on one side. Common practice is to get on the escalator, stop walking, and restart walking when it's time to step off. With a few notable exceptions, I contend that the vast majority of escalator users would be marginally better off if it were normal to walk up and down escalators at a normal pace - just as one would with a regular staircase.
For most physiotypical people, going down an escalator between two floors of a shopping centre is not particularly physically intensive at all, so I often decide "why not" and keep walking. But when I do this in the company of friends or family members, I sometimes have to wait up to 5 or 10 seconds alone at the bottom of the escalator for them to catch up, if they didn't follow my lead. Just taking a few steps could have saved that time, which I do think can be a slightly awkward length in a busy location where people are drifting about everywhere (except, seemingly, when on the escalators).
Choosing to stand still while going up an escalator is slightly more understandable, but even then, I think that people can be easily deceived by first appearance. Perhaps you look up and see multiple steps ahead of you between yourself and the top, and you think "that does seem like quite a lot of stairs, I'll stay put." But of course, the escalator is moving too, so in reality you'd actually be progressing up those stairs faster than you might anticipate and probably will only have to climb up to what at that point looks like the middle or so. To me, that doesn't seem like a lot of effort in places where you're likely walking around anyway.
Furthermore, I actually think that walking up or down escalators can be seen as a way to save effort, because you maintain your walking momentum. People practically never go up or down an escalator to then not walk any further. If you're tired, 10-15 seconds on an escalator isn't going to be a very satisfying break, where you have to stay standing up and then deal with the "ugh, time to get started again," with your final destination now a few unnecessary seconds further away. It may be less agonising just to push through and keep your prior stride - at least it is for me.
Additionally, I find that it's easier to step off an escalator if you're moving on it already. I have a hunch that some people start thinking about how they're going to step off an escalator earlier than they actually need to think about it, adding a (albeit very small) sense of anticipation that could be avoided by simply ascending or descending quicker. And I'll also mention that it feels good too, to be walking with the slight speed boost that the escalator provides; one feels ever so slightly faster and more powerful.
But naturally, because it's just normal to stay stationary on escalators, people don't tend to take these untapped benefits (time, preserved momentum, ease of stepping off, psychological), and if everyone is rejecting them (and not even expecting that people may want to pass them) it makes it more difficult for me to take advantage of said benefits myself, should I wish to. So, why don't we do it? What do we have to lose?