Couple of thoughts that were prompted by the questions (more I suppose than their interaction):
i. how easy it is for adfolk to accept that humans are pretty poor "Econs" (rational choice agents)
ii. equally, how difficult it is to buy into human behaviour being anything other than the result of the aggregate of independent, self-determining agency
iii. particularly when individual human minds appear to have such a wealth of cognitive biases, quirks and tics for us to use as "insights and such)
Really, we've got to get through this BE phase so that we can start to work with the Social insights that really describe human behaviour and how it spreads.
C'mon, let's be having you...