Peter Winch and Ludwig Wittgenstein have opposed the idea that traditional religion and magic are practiced in order to gain practical, instrumental ends. Their argument rests on interpretive charity: other cultures would have to be unbelievably irrational to believe in magic's practical effectiveness. In this paper, I show that Winch's own philosopical doctrine makes room for the possibility of instrumental pluralism, the notion that different societies may possess different criteria of instrumental rationality. Judged in terms of a native criterion, the (...) instrumental use of magic and religion may be rationaL. (shrink)