Large language model (LLM)-powered assistants have recently integrated memory mechanisms that record user preferences, leading to more personalized and user-aligned responses. However, irrelevant personalized memories are often introduced into the context, interfering with the LLM's intent understanding. To comprehensively investigate the dual effects of personalization, we develop RPEval, a benchmark comprising a personalized intent reasoning dataset and a multi-granularity evaluation protocol. RPEval reveals the widespread phenomenon of irrational personalization in existing LLMs and, through error pattern analysis, illustrates its negative impact on user experience. Finally, we introduce RP-Reasoner, which treats memory utilization as a pragmatic reasoning process, enabling the selective integration of personalized information. Experimental results demonstrate that our method significantly outperforms carefully designed baselines on RPEval, and resolves 80% of the bad cases observed in a large-scale commercial personalized assistant, highlighting the potential of pragmatic reasoning to mitigate irrational personalization. Our benchmark is publicly available at https://github.com/XueyangFeng/RPEval.