Hertwig and Ortmann imply that failure of many behavioral psychologists to observe several central methodological principles of experimental economics derives mainly from differences in disciplinary culture. I suggest that there are deeper philosophical causes, based (ironically) on a legacy of methodological individualism in psychology from which economists have substantially cured themselves through use of game theory. Psychologists often misidentify their objects of study by trying to wrench subjects out of their normal behavioral contexts in games.