The recent advancements at the interface between economics and neuroscience have encouraged neuroeconomists to raise several criticisms concerning the economic theory of choice. At present, however, there is little agreement with regard to the theoretical presuppositions and the explanatory aims of neuroeconomics. In this paper, I assess the scope and the significance of neuroeconomists' divergences, casting doubt on their attempts to provide a unified theoretical framework for analysing human choice behaviour. Moreover, I highlight some respects in which methodologically informed considerations can promote the consolidation of the neuroeconomic enterprise.