We benchmark three supervised fine-tuned models against frontier zero-shot baselines on a 661-row held-out slice of PiSAR (Persona, intent, Screen, Action, Rationale), a 12,929-tuple corpus of screen-anchored behavioural rationales curated from public app-store reviews, Pew American Trends Panel demographics, and the OPeRA shopper traces. Every model, frontier or fine-tuned, is evaluated on the same 661-row slice with the same scoring pipeline. Two findings. First, frontier zero-shot baselines (Claude Opus 4.7 and GPT-5.5) reach sem_sim 0.459 and 0.482 respectively; a fine-tuned Qwen3-VL-8B-Instruct reaches 0.783 and clears sem_sim >= 0.7 on 79% of rows, against 1-2% for either frontier baseline, a gap of 0.30 absolute on the same test set. Second, the same training data and recipe on Gemma-4-26B-A4B-IT scores only 0.441, in the same band as the frontier zero-shot baselines rather than the fine-tuned Qwen. We read this as a recipe-vs-model mismatch: the reasoning-tuned high-parameter model resists displacement and would likely need either more data or a stronger fine-tuning method.