It seems to me that we're talking about both things in this thread. But I'm pretty sure this post is about analyzing human behavior... Why else does it give examples of human behavior as anecdotal proof of certain models?

I understand that utilons arise from discussions of rational goal-seeking behavior. I still think that they don't necessarily apply to human (arational) behavior.

I think we're doing both, and for good reason. Modeling rational behavior and actual behavior are both useful. You are right to point out that confusion about what we are modeling is rampant here though.