Smaldino's target article draws on and seeks to add to a literature that has partially rejected orthodox, gene-centric evolutionary theory. However, orthodox theory has much to say about group-level traits. The target article does not reference or refute these views, and provides no explicit arguments for this narrow approach. In this commentary we: (i) give two examples of topics that the target article might and probably should have discussed (cultural epidemiology and the psychology of individual differences); and (ii) argue that the orthodox approach has much more to say about the emergence of group-level traits than the target article recognises, or gives credit for.