[dcb]

I'm not too keen on the peacock analogy, too many folks may see a cop-out opportunity there "hey it's in my genes, whaddawant?" While there are plenty examples of human societies that have learned to cherish thrift, respect for limited resources, utility.

I'm sure each has their own version of "peacockness" but I'd be willing to guess that just being "good" and acting in the villages best interests can have appeal at a societal and genetic level.