Deviant Thought

I've been reading the works of Richard Thaler and use of the word deviant thought has really intrigued me. I remember reading the assumption of rational choice in consumer behaviour and thinking to myself- 'but consumers don't really behave rationally'. And everytime I read some work I always tend to have such deviant thoughts. I didn't realize that it means something till I understood the process in Thaler's mind that led up to his Nobel winning work on behavioral economics. Turns out deviant thoughts are the absolute first step towards creation of new knowledge. It may or may not lead upto something but it's the ignition that is required to start the process of thinking.