I find it hard to come up with a deeper meaning for the original statement
"We don't automatically reflect on most things we do, even when spending money. Even lifelong practices can be shown as absurd with a moment's consideration from the right angle. In fact, we're so irrational that we'll pay a dollar for a bookmark!"
While I agree that people often make decisions without thinking them out, I think you are underestimating aesthetics. Aesthetics have phychological effects, and often people find better design structure estetically pleasing.
Another month has passed and here is a new rationality quotes thread. The usual rules are: