Definitely, for the consumer. I think the idea that "rational market participant emerges when you get the average of a lot of people (ie. the firm) together to make a decision" still remains alive and well. There is sort of a Darwinian argument there, that in the long-run only the rational market participant remains in business and functioning as a firm.

The import of behavioral econ. definitely remains understated today. I am also interested in philosophical thinkers, like Elizabeth Anderson or Michael Sandel, that take questions like these and explore the implications that they might have for how we ought to structure society.