I am a little conflicted about this book.
Popular science books may be usefully divided into those with One Big Idea, and those with Many Small Ideas. Both are useful, but I typically judge them differently. If it's a "Many Small Ideas" book (e.g. a collection of essays), I am likely to judge it primarily on the writing style, as that is what is in common across the entire book (typically). Whereas, if it is a One Big Idea book, I am likely to judge it on the quality of that idea. Prum's writing style is, incidentally, very good.
This book's One Big Idea is, by the author's own admission, not one that originated with him. That's ok, though, because it is true to say that it has been a controversial, often neglected, and sometimes nearly suppressed idea. It is, I think, both important and contains a great deal of truth. So, you would think I would like this book, and by and large that is the case, I do like it.
However, I did get the impression at times, that Richard Prum was a little afraid to face the full implications of the idea he was writing about.
The idea in question, as far as I know first publicly raised in a serious way by Charles Darwin, is that of sexual selection as a driver for evolution. That is, the idea that evolution is not only driven by survival of the fittest, but also by survival of the most attractive. This may not seem so revolutionary, but in many ways it is just as explosive as the idea that markets price things not only owing to their relative merit, but that prices are also driven by irrational exuberance and fiscal bubbles.
Thus, for example, when looking at the extravagant plumage of the peacock, there are broadly speaking two theories:
1) the peacock that is otherwise fittest, can afford to produce the most extravagant tail feathers, so really the female is selecting for good genes for acquiring food and avoiding predators, and fancy tail feathers is just how she measures that.
2) the peahen just likes the peacock with the flashy feathers because she does, no real reason, but if she instead were to be the one peahen to pick the drab fellow who was a good father, her sons would never be able to reproduce, and thus peahens who go for impressive tail feathers get selected for because...well, no reason really. "Beauty". Not everything is about survival of the fittest. If you go for plain when the rest of your species does not, you will not have many grandkids.
Prum does a pretty efficient job of demolishing hypothesis (1), which I think it is fair to say is the more broadly supported theory. He asks, if peacocks just have big tail to show off that they can survive even with such a handicap, why don't they gnaw one leg off? That would be an even more impressive display of handicapping, if you manage to continue to survive, but we don't see that in nature, and if we did peahens would not respond favorably to it. There are all kinds of things that could be handicaps, and therefore evidence of how great you are to survive with such a handicap: pulling your plumage out, injuring yourself, etc. etc. But, we don't see just any kind of handicaps working, it has to be the specific kind of handicap that females in that species like (in the case of peafowl, showy tail feathers).
The problem with this is that, as with classical economics wanting to make everything about people optimizing for money, some evolutionary scientists want everything to be about natural selection (by survival of the fittest). Once you introduce a truly independent, second driver, you go from a linear system to a non-linear one, and you can get crazy results. Just as you can get economies stuck in sub-optimal states, or cycling through debt-fueled booms and busts, you could get species stuck in sub-optimal states, or cycling through long-term cycles of fashion in appearance and even courtship behavior, that don't particularly have anything to do with fitness.
After having established that Darwin's more complex ideas on evolution (not shared by Wallace, by the way) were correct, though, Prum shies away from the harsher possibilities. For example, when we look at the impact of people buying homes, not to live in, but as something to sell again later, it is clear that it can drive your economy into some bad places. There is no particular reason (that Prum explains, anyway) why sexual selection could not have the same issues for a species.
But, and here is my main issue with this book, Prum has conflated in his mind the idea that females of many species exercise choice, and the idea that human females should have choices in mate choice. He never says it so plainly, but you can get a clear sense in his writing that he just likes sexual selection better than conventionally understood natural selection, because it's about female choice and not about predation. I got the strong impression that he would have a visceral negative response to the idea that this could ever result in anything bad happening to the species, or that anything good could result for those species where females do not have as much choice.
It seems a fairly good example of the problem with having academia that is so overwhelmingly from one part of the political spectrum. Just as Victorian biologists (aside from Darwin) choked on the idea that sex and female mate choice could be an important driver of evolution, so Prum appears to be choking on the idea that those species where female mate choice is the main driver of evolution, could ever have anything bad result from that.
It doesn't have to be this way, not least because the way that human females choose their mates is not much like peahens; they often take into account aspects of the fellow's brain, such as personality and responsibility and whether he can hold down a good job. They don't all go for the fellow with the nice tail feathers (though of course some do). So, if mate choice as a driver of evolution is problematic for species fitness in, say, the Guianan Cock-of-the-Rock (a real bird species name, btw), that does not mean that female freedom of choice is not to be desired in humans. Because, while there are a lot of interesting parallels between birds and humans, there are also some nontrivial differences.
More fundamentally, whether or not an idea is comforting or reassuring is not a proper factor in influencing whether we explore the possibility that it is true. Prum has obviously done a lot of good work in demonstrating that evolution, and mate choice, is not just about fitness, traditionally defined. The book is well written, with many beautiful pictures and drawings, and more than a few fascinating discussions of different species courtship and mating habits (the chapter on ducks was equally amusing and disturbing, for example). It gave me a lot to think about, and for that reason alone it is worth reading. Even if I have the sneaking suspicion that Richard Prum's opponents are not the only ones that are uncomfortable with the possible consequences of his ideas.