http://www.sciencemag.org/news/2020/05/would-you-pay-save-creature-fake-beasties-reveal-why-some-animals-get-conservation

Donors were more likely to pay to conserve this large and colorful imaginary beast, compared with its less vibrant cousins.

The critter above isn’t real—no doubt disappointing Dr. Seuss fans everywhere. But it is the winner of a new competition, which used drawings of imaginary animals to deduce which real ones have the power to bring in the big conservation bucks. The upshot: Although it doesn’t hurt to be cute, it’s not the only thing that matters.