American television watchers are accustomed to GEICO's use of cavemen to illustrate the user-friendliness of their website, but now a major insurance company in the UK, Esure, has actually taken to using the term "cavemen" to describe their male customers.

Esure, an online insurance company, said that men spent the vast majority of their evolution as hunters and warriors, and that their survival instinct is now being applied to their driving. They even commissioned a report on the subject, in order to more accurately assess risk.

Professor Geoff Beattie of Manchester University compiled the report, saying, "Much of the circuitry of the human brain evolved to meet the requirements of societies and cultures different from our own, those of the hunter gatherer that existed for more than 99% of our evolution as a species." He continued, "Our 21st Century skulls contain essentially 'stone-age' brains and this can help to explain differences between the sexes in terms of their risk-proneness while driving."

Esure's head of risk and underwriting for car insurance also chimed in, explaining, "There has been little thought about why young men suffer worse accident and conviction rates. It is not just about skills or enforcement, but about teaching men to overcome natural instincts that have evolved to enjoy speed, danger, risk-taking and showing off. It was fine for cavemen, but not for the car driver. This is a serious point that has not received nearly enough attention."

"Caveman mind," just might be the new justification for auto insurers around the world to continue charging higher premiums for young, male drivers.