Imagine commuters first face a decision between two modes of transportation: cars and red bus
Suppose that a consumer chooses between these two options with equal probability, 0.5, so that the odds ratio equals 1.
Now add a third mode, blue bus. Assuming bus commuters do not care about the color of the bus (they are perfect substitutes), consumers are expected to choose between bus and car still with equal probability, so the probability of car is still 0.5, while the probabilities of each of the two bus types should go down to 0.25
However, this violates IIA: for the odds ratio between car and red bus to be preserved, the new probabilities must be: car 0.33; red bus 0.33; blue bus 0.33
The IIA axiom does not mix well with perfect substitutes.