According to Miller, the adaptive design features of these traits suggest that they evolved through mutual mate choice by both sexes to advertise intelligence, creativity, moral character, and heritable fitness.

He also cites the Fisherian runaway, a model created by Ronald Fisher to explain phenomena such as the peacock's plumage as forming through a positive feedback loop through sexual selection, as well as the handicap principle.

In an evaluation of Chinese population policy, he openly supports it by stating:There is unusually close cooperation in China between government, academia, medicine, education, media, parents, and consumerism in promoting a utopian Han ethno-state.

[14]He concludes that if these politics are successful, it "would be game over for Western global competitiveness" within a couple of generations, and hopes the West will respect and learn from China in this eugenic experiment rather than citing "bioethical panic" in order to attack these policies.

[15] He argues that in the modern marketing-dominated culture, "coolness" at the conscious level, and the consumption choices it drives, is an aberration of the genetic legacy of two million years of living in small groups, where social status has been a critical force in reproduction.

Miller's thesis is that marketing persuades people—particularly the young—that the most effective way to display that status is through consumption choices, rather than conveying such traits as intelligence and personality through more natural means of communication, such as simple conversation.

[16] Miller argues that marketing limits its own success by using simplistic models of human nature, lacking the insights of evolutionary psychology and behavioural ecology, with a belief "that premium products are bought to display wealth, status, and taste, and they miss the deeper mental traits that people are actually wired to display, traits such as kindness, intelligence, and creativity", which limits the success of marketing.

[citation needed] In 2007, Miller (with Joshua Tybur and Brent Jordan) published an article in Evolution and Human Behavior, concluding that lap dancers make more money during ovulation.