In his inspiring book Ontogeny and Phylogeny (1977), the late Stephen J. Gould explained why developmental biology and evolution, two essential domains of the life sciences, had diverged during the course of the twentieth century; both disciplines had to reach independently a platform of mutual understanding, a theoretical framework wherein concepts are understood and accepted by both parties. A step towards this goal was achieved in the 1980s with the discovery that animals not only share similar ‘developmental genes’, but also more integrated structural and functional aspects of their ontogenies (McGinnis et al , 1984; Akam, 1989). While these advances opened the door towards a molecular understanding of development, the analyses of gene expression in various species also allowed for the establishment of correlations between genetic activities and evolving forms. This comparative approach triggered the emergence of novel animal models and generated a portfolio of concepts, which now‐a‐days form the basis of a discipline sometimes referred to as ‘evo‐devo’ (Wallace, 2002; Carroll, 2005; de Robertis, 2008). The frontiers of this field, however, are not clearly defined. Evo‐devo research extends from simply ‘PCRing’ a trendy gene from a weird animal, up …