Individuals compare costs and benefits for themselves all the time. They aren't confused in the public arena, they just rightly understand that they can't expect decision makers to even attempt to honestly use well calibrated probability judgements, so they pick sides instead. https://twitter.com/PTetlock/status/1137761004442533889 …
I see your point, but suspect that individuals make intuitive "cost-benefit" judgments more often than they make actual arithmetic calculations. I've done actual CBA frequently for business and not once for personal finance.
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Part of that is probably that personal expenditures are often very close to terminal goals, while business is just an intermediate goal (making money to be able to buy stuff in the future to cover needs).
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