Some musings from sitting in on econ theory this term. 

My neophyte interpretation behavioral econ: it's developing a "potential energy" term to the standard utility formulation of economics consisting of an unobserved quantity composed via some theory of observables, but instead posits it as a "coordinate change" than a utility modification 

 As an ex-physicist this is confusing, just because it seems like a profound challenge to Samuelson, Afriat, and the rest of revealed preferences, but pulls back at the last minute to preserve GARP by rationalizing these changes back into a preferences-oriented utility function.