Are primitive societies irrational?

I read an article on Peter Winch discussing if primitive societies were considered to be irrational because of their different belief sets.  There are many different cultures that have different beliefs than Westerners do, and many Westerners disregard these other beliefs because of there thought of their own way of thinking to be the only way.  However there are many more cultures out there that believe many different things, like for example the practice of witchcraft is totally a reality for different cultures in Africa.  I do not think that this should be disregarded to be false just purely based on Western way of thinking.  I believe different cultures are beautiful and we should not impose our thoughts to others in a overbearing way.  Being different is not always a bad thing, we just have to look for the beauty associated with the differences.  Because what gives us the right to think our way is the only way?