Many uses of the word "rational" here were fine ("rational economic agent" is understandable), but others really bothered me ("It is distasteful and a little bit contradictory to the spirit of rationality to believe it should lose out so badly to simple emotion" -- why perpetuate the Spock myth? I want to show this to my friends!). I have no specific suggestion at hand, but circumlocuting around the word in some of the cases above would bring the article from excellent to perfection.