Irrational compeittion?

As many will already know Tim Harford gives rational advice on all subjects in his column, "Dear Economist". In the past Harford has offered advice on things from romance, odd socks and intimate waxing all based on good rational economic theory. But now he has "irrational" competition. Dan Ariely, author of the book Predictably Irrational, proposes to offer "irrational" advice to one and all. Check out his page here.