A Wall Street Journal article about what happens in various societies to people who don't share, solicits the opinion of SFI Professor Howard Gintis. The article notes, "social appearances and the good opinion of others do regulate our behavior. In the only other major cross-cultural study of this sort, Dr. Gintis and his colleagues several years ago examined 15 primitive societies of farmers, foragers, hunters and nomads in 12 countries, not unlike those in which humanity might have first evolved. The researchers found that these people all cared as much about fairness as the economic outcome of a trade." "They care about the ethical value of what they do," said Dr. Gintis.