There is an evo psych bingo: [link]
I don't think all of it is crappy, because I've found some fascinating studies, like pareidolia. You know when people see the image of Jesus in a rust stain or Jimi Hendrix in a burnt potato chip? You can do modern day experiments on humans to explain it. We're amazingly great at seeing patterns, really great at recognizing faces. Two dots inside a circle look like a face to us. Also: [link]
You can see why this is useful in a modern day setting.
There's also a press problem, made worse by the fact that newspapers have culled their science reporters, so you get one person covering science, who may not have any background in science, or perhaps a background in cosmology, but not biology. Before, reporters had specific beats, and therefore a broader knowledge. This is why (I think) it took a decade and the deaths of hundreds of children to stop vax = autism correlation/causation issue. Don't get me started on climate change.
Anywho, just-so stories make fantastic fiction, and help imagine so we can get to a hypothesis.
Why do girls like pink?
Um. Because Ayla picked berries to mash in her hair to smell sexy while Jondalar hunted! So Jondalar would give her some mammoth in order to smell her sexy sexy hair. The red berries made him go extra wild and give her more mammoth meat! WIN!
Why do girls like pink?
Wait, do all girls like pink? Which girls like pink? Do boys like pink?
Um. The Toys R Us catalogue says that girls like pink and boys like blue.
Do girls in china like pink? What about Africa? Is it just in first world nations?
Let's look at this in modern history. Did girls have a preference for pink at any other time?
In China, pink is a lucky color. This study shows that both males and females prefer pink. In 1919, there is this article calling pink a boy color because it is "stronger" (WTF).
If you look at paintings of female children and women, what colors are they shown wearing?
Can we travel back in time and ask Ayla about that pretty hair = mammoth meat thing? No? Fuck.