Buyer Decisions Not Journeys

I liked Journeys better, but ...

In CustomerThink:
" ... When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions.  Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes.  Of late, the term “buyer’s journey” has come into vogue.  Essentially another name for mapping the buying process.  It is yet another example, however, of the search to understand the process of decision-making.

There is a significant problem with this prevalent perspective that exists in the world of marketing and sales: humans, thus buyers, do not make decisions in near-perfect rational, systemic, and predictable ways. ... ?