Gangestad & Simpson provide a persuasive argument that both men and women have evolved conditional mating strategies. Their references to “ancestral” males and females are rather vague, which is unfortunate, as they seek to justify their arguments by invoking human evolutionary history. When one actually examines the evidence for human evolution further, more support for their arguments can be found, as predominant types of mating strategies are likely to have shifted in light of environmental and anatomical developments. We can also see in the archaeological record evidence for a further dimension of strategic pluralism – the use of material culture to advertise good genes in some species of ancestral males.