The article mentions irrationality numerous times. The experimenter appears to be attempting to frame all decision making as economic value choices. It even g

The article mentions irrationality numerous times. The experimenter appears to be attempting to frame all decision making as economic value choices. It even gets called Neuroeconomics. "What part of the brain calculates that the Snickers bar rates higher than the Milky Way?" Maybe I'm just broken, but this is a long way from how I choose a choc bar, from 3 or 20. My choice will change depending on what I had recently. I don't have time to skim the actual paper, but I'm more with the GP that it seems a pretty poor experiment.