Traditionally, in pre-rational times, each human being believed that the customs and taboos of his or her village were ordained by God, and that the heretics in the next village (who did everything differently) were going straight to Hell (or their crops will fail, or the Moon Goddess will bite their ass in battle, or whatever).
Nowadays, modern science has enabled us to replace this superstitious nonsense with something that has an -ology on the end.
Now we know that the customs and taboos of our village were ordained by evolution instead! The heretics in the next village have been dealt with by not mentioning them when we publish. That's outside the scope of the present investigation, guys! No fair bringing it up.
This is called "progress".