This SEP article on practical reason does a pretty good job of explaining what I was getting at earlier. These parts particularly:
Among the substantive norms of practical reason, those of instrumental rationality have seemed least controversial to philosophers. Instrumental rationality, in its most basic form, instructs agents to take those means that are necessary in relation to their given ends. In the modern era, this form of rationality has widely been viewed as the single unproblematic requirement of practical reason. The instrumental principle makes no assumptions about the prospects for rational scrutiny of peoples’ ends. Rational criticism of this kind apparently presupposes that there are objective reasons and values, providing standards for assessment of ends that are independent from psychological facts about what people happen to be motivated to pursue. In line with the naturalistic attitude sketched in section 2, however, it may be doubted whether such independent standards can be reconciled with the metaphysical commitments of contemporary scientific practice. A world that is shorn of objective values or norms leaves no room for rational criticism of peoples’ ends, but only for Weberian Zweckrationalität: the rational determination of means to the realization of ends that are taken to be given, as a matter of human psychological fact.
This line of thought can be traced back to the philosophy of David Hume, who famously asserted that ‘Reason is, and ought only to be the slave of the passions’ (Hume 1978, 415). Those attracted to the Humean approach should bear in mind, however, that instrumental rationality is itself the expression of an objective normative commitment. The instrumental principle says that we are rationally required to take the means that are necessary to achieve our ends; if the principle represents a binding norm of practical reason, then we are open to rational criticism to the extent we fail to exhibit this kind of instrumental consistency, regardless of whether we want to comply with the principle or not. If naturalism really entails that there can be no objective norms or values, it may be wondered how an exception can possibly be made for the instrumental requirement. A more consistently naturalistic position would be to reject even Zweckrationalität in favor of a skeptical attitude towards practical reason in all its forms (Hampton 1998)—an attitude that may well correspond to the intentions of the historical Hume (compare Dreier 1997, Millgram 1995). Further questions can be raised about the plausibility of the suggestion that the instrumental norm exhausts the requirements of practical reason. The norm says that one should take the means that are necessary relative to one’s psychologically-given ends. But how can the fact that a given means exhibits this kind of necessity give a person reason to choose the means, if the end is not itself something it would be valuable to achieve in some way? The instrumental principle seems to function as a binding norm of practical reason only if it is taken for granted that there are additional, independent standards for the assessment of our ends (Korsgaard 1997; Quinn 1993).
[…]
Humean proponents of structural approaches to practical reason have attempted to accommodate the rational criticism of individual ends, without departing from the spirit of Zweckrationalität, by expanding their view to encompass the totality of an agent’s ends. Thus, even if there are no reasons or values that are ultimately independent of an agent’s given ends, the possibility remains that we could criticize particular intrinsic desires by reference to others in an agent’s subjective motivational set. An agent’s desire for leisure, for instance, might be subordinated insofar as its satisfaction would frustrate the realization of other goals that are subjectively more important to the agent, such as professional success. Practical reason, it might be suggested, is a holistic enterprise, properly concerned not merely with identifying means to the realization of individual ends, but with the coordinated achievement of the totality of an agent’s ends.
Many philosophers take this holistic approach to be the most promising way of thinking about the tasks of practical reason. It defines an important and difficult problem for practical reason to address, without departing from the metaphysically modest assumption that there is no court of appeal for the rational criticism of an agent’s ends that is independent of those ends themselves. The holistic approach finds its most sophisticated and influential expression in the maximizing conception of practical rationality. According to the maximizing conception, the fundamental task of practical reason is to determine which course of action would optimally advance the agent’s complete set of ends. Thus it is widely accepted that the rational action for a given agent to take is the one whose subjective expected utility—reflecting both the utility of possible outcomes, from the agent’s point of view, and the agent’s beliefs about the probability of those outcomes—is the highest.
Therefore, the individual end of getting Sally could be judged to be irrational. This is a good article to read for those interested in praxeology.