The time is ripe for analyzing where the misgivings come from that researchers have after attending “personality” sessions at behavior conferences or reading papers in behavior and ecology journals that seem to attract excitement, because of the label “personality.” Beekman and Jordan (2017) point out that “animal personality” studies is nothing more than a rebranding of existing fields of research, fields that are far more solidly grounded and hypothesis driven than the often vague and superficial focus on animal personalities. They go on to state that there has been a rapid increase of mainly descriptive papers pointing to correlations and measuring behavioral repeatability with little attempt to link observed behaviors to evolutionary theory.