While I love the behavioral economists (esp. Kahnemann and Tversky), a lot of psychologists have told economists for a long time that assuming basic rationality as a starting point was a fundamental error in the field. Taking it as an axiom has led to all sorts of misguided efforts and wasted time. From the article: "That's the point: It's obvious to anyone who pays any attention at all to himself or his fellow human…
I think a lot of irrational actions taken by humans is better explained by them having incomplete information. The contrived nature of these experiments occludes their structure to the participants. Using the viral disease/antidote example: If you presented each scenario to the students at the same time and then explained how they reduced to the exact same decision, then many students (but probably not all) would assign the same price to each scenario.
Instead what these experiments do is say "make a decision," then they say "make a decision on this new complicated phrasing which makes you think that the situation has changed but only I realize that it is actually the same." No surprise there when the outcome is different.