Bit order and byte order are two separate things, but they may affect your preferences. Say you have a little-endian machine, and you want to transmit a 32-bit number. Also transmitting the bits LSB-first means overall bit order for the entire int (with lsb numbered 0) is:
0 1 2 3 4 5 6 7 8 9 10 11 12 ... 31
If you transmitted MSB-first, the overall bit order for the entire int would be:
7 6 5 4 3 2 1 0 15 14 13 11 ... 24
Looking at this signal on an oscilloscope just got more difficult, and designing shift registers in hardware just got a little more tricky.
The reverse occurs for big-endian machines. So endianness doesn't dictate bit order, but it sure does make one bit order easier to work with.
As far as preferring one endianness over another, it's more than picking one at random. Big endian is easier to understand conceptually, but little endian means you don't have to offset the address in order to treat a byte as a word.