You could be right. Rationality is a tricky concept though. What's rational in one culture can be considered completely irrational in another. It all depends on the complexity of the transaction. The simpler the transaction ( market oriented culture in your terminology), the easier it is to appear rational on both sides of the exchange.

On the other hand, if the transaction is complex, e.g. involves different types interactions, objects, and stretches over a long period of time, norms and values become much more important than a one-time "rationality".