However, throughout the book, the same fault recurs regularly. The author states explicitly "rational choice would be this ..."; then it shows that people's behavior differs from that choice; and therefore suggests corrective measures. For example, people tend to disregard certain "resolutions" save, stop smoking, eat less fat. Hence the need to set up an automatic savings on the pay slip, banning smoking in public places, banning trans fats, etc. The problem is that say "this is what would be rational" is a very subjective judgment of value. Saving is good, but consumption has its benefits too; smoking is "cool"; and fries, that's good! Dan Ariely makes judgments of value rather quickly on certain topics. Hence a tendency to draw hasty conclusions just so we would have liked further reflection.
Apart from this a bit annoying aspect, the book provides information that may interest marketing, where the quality perception, comparison, price, etc. are important.