Engines that do not have a separate choke control actuate the choke at full throttle by the throttle control. This is a cost saving thing for the engine/machine manufacturers and supposedly simplifies engine starting.
You will need to go to full throttle to cold start the engine and pull the throttle lever back to low idle and let the engine warm up before operating the machine. I personally prefer a separate choke control as during engine warmup sometimes a little choke is needed to keep the engine running as it warms up particularly during cold weather operation. Many machines are hydraulically driven and the hydraulic oil will be cold and slow moving until it also warms up.
There are many engines that are set to start and run at high RPMs such as generators and small push mowers, so this is not uncommon.
The throttle position sets the governor speed, the governor controls the throttle plate position in the carb.