Referenced in this article here, The Logic of Life: The Rational Economics of an Irrational World sounds like an intriguing read. It's on my "wish list" at Amazon now, so we'll see when I can get to it. I only have 19 other books in front of it, plus the one I'm currently reading, plus all the news rags I've gotten for free that pile up on a weekly basis (Time, btw, is worthless and has been cancelled - maybe more on that another time).