When shown a picture of their purported partner wearing a designer shirt, volunteers transferred 36% more than when the same person was shown with no logo (95 cents, as opposed to 70 cents). But when told that the partner was wearing a shirt given by the experimenters, the logo had no effect on transfers. The shirt no longer represented an honest signal.

This is actually quite comforting - it suggests that people aren't simply having a Pavlovian reaction to heavily advertised labels, but rather they're instinctively using them as evidence towards an assessment of their wealth. Which is a perfectly rational thing to do, so I'm not sure I see what's making people frown in this thread.