Begs the question where the different settings of the five dimensions come from. Why should America be so different from Denmark or other western countries (except Ireland apparently)? It can't be that 75% of Danes are born without the purity-disgust gene and 75% of Americans are. The distinction has to be learned and this implies culture so we are back at Lakoff. If the dial settings have changed over the last 40 years then what made them change?