A lot of times what we're testing is the researchers logic, not the subjects because languages inherently ambiguous. Our brain is evolved to read those cues very subtly and they're not ran. People when they run an experiment assume that languages is like math. It's not like math at all. And that's in fact culturally we have evolved as you point out many times in the book. I encourage listeners to get the book and check it out.
Psychologist and author Gerd Gigerenzer of the Max Planck Institute for Human Development talks about his book Gut Feelings with EconTalk host Russ Roberts. Gigerenzer argues for the power of simple heuristics--rules of thumb--over more complex models when making real-world decisions. He argues that many results in behavioral economics that appear irrational can be understood as sensible ways of coping with complexity.