The original 2010 Nature paper coauthored by Wilson (
http://www.nature.com/nature/journal/v466/n7310/full/nature0...) received a lot of press when it was initially published, and Wilson's back-and-forth with Dawkins and Pinker got just as much press back then. What Pinker is arguing against is not the initial paper (which he does address in this article briefly by repeating the kin fitness argument) but the claims that Wilson is reaching toward in his new book, The Social Conquest of Earth. Wilson's "press" is essentially this book. The "serious proposal" Pinker is refuting is this book, so this article is essentially a preemptive criticism.