I'm kind of stuck on how the rationale he explains is, "We thought it would be cool." OK, well, now that you have me caught in the crushing grip of reason, I have no objections.

Sometimes, dude, when you have a cool idea, you have to keep thinking beyond the initial "ooh, shiny!"--an even cooler idea might be on the other side. (For example, the article he mentions would just as easily fit into a Very Special Issue about gender, which would, or at least could, be cool.