Look at it as choosing positions - the $r$ (or $n-r$) objects are choosing from $n$ possible positions, and each possible assignation, regardless of order, represents a permutation distinct with regard to the objects' respective sets.
Look at it as choosing positions - the $r$ (or $n-r$) objects are choosing from $n$ possible positions, and each possible assignation, regardless of order, represents a permutation distinct with regard to the objects' respective sets.