Highly illogical, perhaps, but still right.
The many variables in the real world mean that it makes sense to hold on to whatever rewards we can quickly get our hands on. Their consumers are not rational enough to be criminals, but maybe the marketing executives at places like Whole Foods and Greenpeace are.
Individualized Rational Behavior Rational behavior does not necessarily require a person to attempt to get the highest return. Are all businesses looking to maximise their profits? Rational behavior does not necessarily require a person to attempt to get the highest return but rather the highest optimal benefit based on key factors for concern.
This consideration can include making decisions based primarily on emotion, such as investing in a company for which the investor has positive feelings, even if financial models suggest the investment is not wise.
For example, an investor may choose to take more investment risk in his own retirement account than he would in an account designated for his children's college education.