From a decision theoretic perspective, arguments stem from decisions made by arguers. Despite some promising results, this approach remains underdeveloped in argumentation theories, mostly because it is assumed to be merely descriptive. This assumption is mistaken: considering arguments as the product of decisions brings into play various normative models of rational choice. The challenge is rather to reconcile strategic rationality with other normative constraints relevant for argumentation, such as inferential validity and dialectical appropriateness.