sigh
It is not supercool, it is not suppressed, it is not a theory of everything, and there is no shoehorning. It is merely a theory of living organisms that works where it has been applied, and it has been applied.
But everyone, feel free to apply Shermer's advice, or whatever more advanced techniques of rationality you have, to the matter. I hope for no less in posting here.
When your theory's "explanation" of a phenomenon is simply a restatement of the phenomenon, and when your "model" doesn't actually specify the moving parts that help constrain your expectation, when your model implicitly assumes a separate solution to the problem, you don't have a theory; you have cleverly-disguised ignorance.
For example, when you say something like this:
when you seek a mate, the [control] reference [being tracked] is, of course, having a mate. You perceive that you do not have one, and take such steps as you think appropriate to find one.
See this great little rationalist video here.