The paradox of mass voting is not, generally speaking, matched by a paradoxical mass attempt to be politically well informed. As Converse underscored, most people are grossly politically ignorant—just as they would be if, as rational‐ignorance theory holds, they realized that their votes don't matter. Yet many millions of them contradict the theory by voting. This contradiction, and the illogical reasons people offer for voting, suggest that the logic of collective action does not come naturally to people (as teachers of the theory know well). To equate public ignorance with “rational ignorance,” then, attributes too much theoretical self‐consciousness to people. Even if their ignorance is not based on a grasp of the collective‐action problem, however, people's political ignorance is “rational”: but it is less a matter of calculating the low benefit likely to flow from one vote in a sea of millions, than of encountering the much higher cost of being well informed as compared to voting. As the high cost of becoming well informed appears likely to grow, it may be advisable to move off of the political agenda issues that have no clear continuum toward which a mostly ignorant median voter may gravitate.