Instead of rational, I would say valuable. Curing malaria can be more valuable than one's own baldness due to altruistic motives such as love, empathy, compassion. It can also be valuable for selfish motives. People do things like donate and volunteer all the time, so I don't think it's an unheard of concept.

All this is true, and the point is that "free market fundamentalism" is perfectly consistent with it. Free market fundamentalism doesn't assume people are "perfectly rational"; it assumes that people value things and will do things that they reasonably expect to lead to things they value. (I realize that you know this, but I'm not sure the parent poster to mine does.)