The past year and a half has been quite eventful for National Geographic Explorer-in-Residence Lee Berger. He has made big claims about fire and burials and art. Far less attention has been paid to the pair of white men who are using paleoanthropology as an excuse to buy up land outside of Johannesburg, South Africa—and the fact that their wacky antics might have increased the value of that land, and any future fossils found there, had said antics not been met with such widespread condemnation from the scientific community. What if we can’t fully grasp the meaning of reprehensible publicity stunts unless we think about the economic incentives for landowners whose recent moves will grant them even greater control over future paleoanthropological discoveries?

Scientists are encouraged to share their findings with the general public; organizations that communicate scientific discoveries, such as National Geographic, are helping to build an informed and rational citizenry in a changing world full of misinformation. But what if the incentives of the magazine and TV businesses come into conflict with responsible scientific research and communication? On second thought, let’s not make a big deal out of this—it’s not like a beloved scientific organization would promote a narcissistic huckster who invented a geologic feature in the pursuit of publicity.