On Fairness and Rationality

On Fairness and RationalityOne of the enjoyable things about trade publications of any kind is their tendency to take the side of their readership. It's especially comforting in industries where it seems like no one understands you. I especially liked the lead headline in today's "PharmaLive Product Marketing Weekly":

NICE Subject to Potential Judicial Review Following Unfair and Irrational Decision on Treatments for Alzheimer's

Basically, Eisai and Pfizer are upset that their product, Aricept won't be getting reimbursement from the NHS as they'd hoped for. Would they have objected to an "Irrational" but "Fair" decision? (No.) How about an "Unfair" but "Rational" one? (Probably.)