Anthony O'Farrell

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As a result, a quality that starts off being prized as a useful proxy for fitness becomes exaggerated to an absurd degree, a process sometimes known as Fisherian runaway selection. In animals this can be extraordinarily wasteful. It seems that competition over antler size – which led to them ultimately growing to insane proportions – may have led to the extinction of the Irish elk.
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
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