" The utilitarian person, for whom rationality is economic rationality (i.e. the maximization of utility), does not exist. Real human beings are not, for the most part, in conscious control of, or even consciously aware of, their reasoning. Most of their reason, besides, is based on various kinds of prototypes, framings, and metaphors. People seldom engage in a form of economic reason that could maximize utility. "

― George Lakoff , Philosophy in the Flesh: The Embodied Mind and its Challenge to Western Thought