I really like this article - short and to the point. It clearly came from one camp in the field, but this is standard for scholarpedia contributions.
A couple of issues:
1) It is a shame that no substantial link is made to the other disciplines that take on value-based decision making, ie contol theory, statistics, etc, along with the bodies of psychological and neural data and theory that they have generated.
2) The Delgado et al paper hasn't come out yet, and therefore I can't feel comfortable about the weight that is given to it at the end of the paper. Moreover, even if the neuroscience was a source of inspiration for a theory (to which standard economists would surely not object), the notion that regret rather than rejoice is involved in bidding in the end could not be proved or disproved by the sort of neural data to which they can have access, given the huge range of uncertainty that exists about the neural basis of either and the crudeness of (presumably) fMRI and the issues about reductionist explanations.
3) It would also be good to have a few more pointers to cases (such as addiction) in which choice seems to break down, or at least be substantially influenced, because of mechanistic manipulations.
4) I was disappointed that more of the findings of the experiments that were described weren't presented. Could the author at least sketch the neural architecture of economic choice that has been revealed?