The point is that in both cases people are complaining about a conceptual reduction which they don't recognize because the resulting vocabulary doesn't happen to resemble the everyday vocabulary.

Thinking that decision theory lies in a separate magisterium from social pressures is, like most compartmentalizations, a failure to properly abstract. It's akin to not realizing that the physical theory of work includes forces being applied through distances within the body of an organism, and that part of the whole point of a physical theory is that it should not explicitly invoke complex higher-level notions of psychology.