I would disagree and say that people who look for ways to "become rational" in the LessWrong sense are just exposed to a class of internet-based advice systems (like lifehacker and similar) that promote the idea that you can "hack" things to make them better. Rationality is the ultimate lifehack; it's One Weird Trick to Avoid Scope Insensitivity.

Outside of this subculture, people look for ways to improve all the time; people even look for ways to improve globally all the time. The way they do this isn't always "rational," or even effective, but if rationality is winning, it's clear that people look for ways to win all the time. They might do this by improving their communication skills, or their listening skills, or trying to become "centered" or "balanced" in some way that will propagate out to everything they do.