"Part of our mind knows we've never met Martha Stewart, but another part thinks she's part of our small social world," Professor Tooby said. "You see them on TV. You think you know them."

"The glee against Martha Stewart," Professor Tooby said, "is because there's something slightly grating about the socially competitive way she goes about telling you how you should live." Her implicit message is, he said, "You might attain something above where you presently are but not above me."