I want you to know that I love evolutionary psychologists, because the ideas, like “girls prefer pink because they need to be better at hunting berries” are so much fun. Sure there are problems, like, we don’t know a lot about life in the pleistocene period through which humans evolved; their claims sound a bit like “just so” stories, relying on their own internal, circular logic; the existing evidence for genetic influence on behaviour, emotion, and cognition, is coarse; they only pick the behaviours which they think they can explain while leaving the rest; and they get themselves in massive trouble as soon as they go beyond examining broad categories of human behaviors across societies and cultures, becoming crassly ethnocentric. But that doesn’t stop me enjoying their ideas.

This week every single newspaper in the world lapped up the story that scientists have cracked the pink problem. “At last, science discovers why blue is for boys but girls really do prefer pink” said the Times. And so on.