"I don't think it's necessary for each individual to be aware of their own irrationality or try to become more rational or what have you."
Necessary? True. Human civilisation has progressed quite far without rationality taking an obvious, prominent stand at it's forefront. I wouldn't even say that making rationality worldwide would make life for the average human easier enough to use such a stance as marketing for rationality.
But, you are forgetting a rather, in my opinion, obvious benefit of rational thinking: the efficiency of rationality.
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