It's always interesting to see how the press office paints these things as historic eureka moments. These results, while fascinating, are basically in line with what we call Behavioral Ecology and more specifically, Human Behavioral Ecology. The latter has emerged as a pretty strong framework in the past few years. This sort of support is nice to see (and there's been a decent bit of buzz about this particular paper!…
It's almost like Man finally accepted that it is part of Nature, isn't?
It's sad, as Biologists we wasted so much time memorizing archaic data, experimental designs, mechanisms often based on the observations (Evolution and inheritance via genetics) of aristocrats who dropped out of Society (Darwin) or Monks (Mendel) with no real formal 'scientific education' instead of going out and falling in love with Nature and trying to utilize it's methods into our 21st calamity and increase it's use cases.
Irony and reminder of Man's infinite folly when it comes to Nature: Father of modern theory of Evolution (Charles Darwin) also practiced incest.