Dr. Michael Platt, a neurobiologist at Duke University Medical Centre plays with monkeys.. When thirsty male rhesus monkeys were given a choice of having their favourite drink or looking at computer images of the dominant ' celebrity' monkey of their troupe, they chose the pictures.. They had to be bribed with juice to look at photos of ' subordinate' monkeys... The' celebrity' monkeys themselves, were just as interested in checking out their fellow ' celebrities' on the tube over quaffing a cold one... BUT: the male monkeys were willing to pay [ give up or offer their juice to the testers ] to get to see pictures of female monkeys' hind quarters... Seems to me , since we share 98% of the genes as our ' cousins' we'd share similar ' behaviour patterns' as well... .?..