Imagine a small car sitting on flat pavement. The car is in neutral, and the wheels are straight. The goal is to push the car as far as possible in one minute time.
You would likely choose to push the car in the direction that lets the wheels roll. It would be much more difficult to push the car sideways. Why?
If you push sideways, you are initially dealing with the static friction of the car and attempting to slide the points of contact between the wheels and the pavement (kinetic friction). You push the car an inch, and the $\it{same}$ points of contact are moved an inch.
If you push so that the wheels can rotate, there are still 4 points of contact, but when you push the car an inch, these points are at different locations on the wheels than when you started. By pushing on the car you've caused the wheels to pivot about these points. Because the ground is flat, you have to keep pushing for the wheels to keep pivoting. If the ground were an inclined plane, the wheels would continue pivoting on their own (due to gravity), with the points of contact being translated to different locations down the plane, but to the points of contact, they are not sliding with respect to either the wheels or the pavement, and therefore there is no friction other than static friction.