What do you think about this Chomsky’s argument against economic theory?

https://www.youtube.com/watch?v=Mg50wCe-Z7U

In this video Chomsky argues that the premise of all economic theory is that individual are rational and they act and buy according to their well being and interest, but in fact there is an entire industry that tries to undermine this simple yet important premise.

Is he right? Where is marketing placed in all economic theory? It's of course a thing created by the market, but is it useful or just a self destruction mechanism?

Thank you.