1 Georgetown University, Washington, DC, USA yec2@georgetown.edu.
2 Jewish General Hospital, Concordia University, Montréal, QC, Canada andrew.ryder@concordia.ca.

Singh compellingly describes some psychological factors that shape selection of cultural variants, but his approach gives insufficient attention to how culture shapes psychology. We argue the subjective selection account needs to pay greater attention to the psychological nuances of goal pursuit, cultural shaping of both perceived and " actual" effectiveness, and importance of social consensus cues.