A ‘Behavioural Insights’ movement has emerged within governments. This movement infuses policymaking with behavioural scientific insights into the rationally bounded nature of human behaviour, hoping to make more effective and cost-efficient policies without being too obtrusive. Alongside sustained admirations of some, others see in Behavioural Insights the threatening revival of technocracy, and more particularly a ‘psychocracy’: a mode of public decision-making that wrongfully reduces the world of policymaking to a rational-instrumental and top-down affair dictated by psychological expertise. This article argues, however, that the claims of technocracy and psychocracy are overgeneralizations, emanating from a frontstage-focused debate that ignores a vast backwater of emerging behavioural policy practices. Grounded in four case studies on behavioural policymaking in Dutch governance, it will be demonstrated that at least part of this backwater is neither so technocratic nor so psychocratic as the critics claim.