LAUSR

When trying to find a mate, one might think about using a dating app. Imagine that someone else has installed the same app and tries to access the same potential mates that you have chosen, and that this someone uses false facts about himself/herself to increase the chance of dating someone before you or anyone else with honest status information does. Sounds familiar? It actually is, and in no way is such comportment restricted to human courtship behaviour. Alternative reproductive tactics (ARTs) are widespread in the animal kingdom. In this issue of Molecular Ecology, Cardoso, Gonçalves, Goesmann, Canário, and Oliveira ( ) investigate plastic ARTs of the peacock blenny (Salaria pavo), in which males occur in three morphs: nestholders, sneakers and transitionals between the two former. They apply transcriptome sequencing to answer the question how brain gene expression contributes to sex role‐specific behaviour and to intersex phenotypes.