Prime Directive

Here's a story about a cultural anthropologist who uses his knowledge of universal cleanliness to help P&G sell its products in a global economy.  It all makes sense. And I'm sure that the people of Nuer, where the men decorate their faces with dung ash, make up a fertile market in which women, just like the Madeira daughter who fears soiling her mother's white socks,  can swiff their guilt away.

I like anthropology and I'm a dyed in the compressed fabric bits fan of Swiffer. But shouldn't an anthropologist's first allegiance be to the prime directive instead of a campaign to "give cleaning a whole new meaning"?