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Thank you for the comment and for the insightful perspective you brought in. In a strict sense, you are right in highlighting that rational decisions do not have a "collective" dimension, but is that rational? Can we, and should we, consider rational a behavior that might seek (and not necessarily achieve) individual satisfaction, but might be harmful to the rest of the group? And should an action geared to achieve maximum individual satisfaction in a logical way be considered rational, even if it is not sustainable in the long term? My intention in raising these issues was to caution professionals not to take for granted the "rationality" of behaviors, and the related adoption of logical technical solutions, when designing communication strategies. Such strategies need to account also for the "irrational" side of human beings, while keeping in mind other factors such as the ones mentioned in your reply.