<p>In this paper, we introduce an evolutionary perspective into the virtue ethics-situationism debate. Theories of indirect reciprocity have shown us that cooperation can evolve in populations if individuals cooperate selectively with those who have a reputation for cooperation. According to this account, the language of virtues was likely shaped by reputation tracking to stabilize cooperation, and virtuous dispositions were stabilized by the very language that picks them out (and their opposing vices). As such, they function to advertise one’s value as a cooperative partner. But, if these theories are correct and cooperation is based in part on cooperative traits that can be (and are) tracked via the language of virtue, then not only must such traits be widespread, they must exert substantial effects on people’s behavior. This suggests that situationist studies may not be ecologically valid. Specifically, it fuels doubts about whether measured variation tracks what reputation systems track.</p>