Exactly. Hell, even in higher divisions people pick certain champions just to counter their opponent only to fall miserably because:
1. They have never played them before or haven't mastered them good enough.
2. Their opponent is an avid X Champion player, knows every little trick about the champion and it's limits and will simply outplay his enemies.
3. Opponents have better communication and will simply switch lanes as to avoid certain match-ups while the other team may not be so willing to swap.