 The rules of logic, the axioms of probability, the principles of utility theory—humans flout them all, and do so as a matter of course. But are we irrational to do so? That depends on what being rational amounts to. For a Bayesian, any qualitative comparative judgment that does not abide by the axioms of probability is, by definition, irrational. For a baker, any recipe for bread that is equal parts salt and flour is irrational, even if coherent. Yet Bayesians do not war with bakers. Why? Because bakers are satisfied with the term ‘inedible’ and do not aspire to commandeer ‘irrational’.