Hi everybody this is Gatsad first a happy Thanksgiving day to all my fellow

Canadians much to be thankful for take a minute to feel the gratitude of life. We all have issues that we have to contend with, but

it's always important to step back and appreciate all that one has. So I wanted to

spend a few minutes talking about a new law that Governor Gavin Newsom, the

governor of California, is now passing California that would require retail stores to set up gender neutral aisles for toys.

Of course the idea being that then this won't create gender stereotyping that would otherwise occur apparently because boys are channeled to prefer certain toys and girls are channeled

to prefer other toys.

This of course smacks straight into my prophetic attempts from many years ago to build a

nomological network of cumulative evidence to demonstrate that the sex

specificity of toy preferences are very much rooted in our biology.

And the reason why I had chosen toy preferences many years ago, by the way I covered this point in the Sad Truth

46 going back to 2015. I then in 2017 published a sole authored paper in one of the

most prestigious journals in the marketing discipline.

It's called Journal Marketing Research.

It's a great journal that straddles both quantitative marketing and behavioral marketing. So it's a combination

of psychologists, behavioral scientists, but also mathematical modelers who study marketing

phenomena. And in that journal I had, I was talking about the

epistemology of evolutionary psychology of which one important tool is

this building of normological networks of cumulative evidence where you get data across

cultures across time periods, across disciplines, across methodologies, across

frameworks, across animals, all of which demonstrate the veracity of the position that you are arguing for, in this case, the sex specificity of toy preferences, and if you're able to build such a network then it becomes incontestable that

your position is the vertical one.

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