Behavior that is consistent with or in line with reason and logic.
According to whose criteria?
After what Kodak did to Rolf Szabo, I will never willingly touch anything from them. So, am I irrational?
At what point does looking the other way, by saying "I don't make much of a difference", by allowing things to enter the social consciousness by dint and dgree, do we all become irrational and illogical?
There comes a time when rational and thinking men have to see things for what they are and stop giving life to things that are harmful or dysfunctional.