Commonly used in
reference to the
wolf of greatest
status and
authority in a
pack.
More recently adopted for use to describe the phenomenon of one-upmanship among male humans.
Most amusingly used in conjunction with geeks and acquisition of new gadgetry. When, for example, a geek purchases a new computer, PDA, piece of bleeding edge software, or personal electronics, he is trying at some level to either seize or retain the position of alpha-male.