Indeed, a key point is the definition of rationality. You can argue that everyone acts rational: they make choices based on some internal logic that makes sense to them at the time of decision-making. Whether that is the flip of a coin (Twoface) or even what seems most fun and chaotic to them at that moment (Joker).

As far as I know, the fact that the logic used needn't be consistent was already known from psychology (people can provide a motivation for their choices relying on arguments that cannot possibly have actually factored in to their decision-making process).

So that also applies to entrepreneurs, apparently.