In Nudge (2009), behavioral economists Thaler and Sunstein distinguish between Econs, the economic subjects posited by rationalist neoclassical economists who assume that the economy is rational because Econs all make exclusively rational decisions, and Humans, the economic subjects studied by behavioral economists who assume that Humans are not only irrational but irrational in systematic ways. This paper applies behavioral economics to the rhetoric of translation first by noting that when Econs translate their work is not rhetorical. For this rationalist model there simply is no rhetoric of translation. There is only the translation of rhetoric: the accurate reproduction of the source text’s rhetorical devices in the target language.