When looking at culture-driven population dynamics, a common assumption is that there’s a positive feedback between cultural evolution and demographic growth. The general prediction, then, is for unlimited growth in population and culture. Yet models based on these assumptions tend to ignore important aspects of cultural evolution, namely: (1) cultural transmission is not perfect; (2) culture does not always promote population growth. Ghirlanda et al (2010) incorporate these two features into a model, and arrive at some interesting conclusions. In particular, they argue those populations maintaining large amounts of culture may run the risk of extinction rather than stability or growth.