I suggest that the recent, highly visible, and often heated debate over failures to replicate results in the social sciences reveals more than the need for greater attention to the pragmatics and value of empirical falsification. It is also a symptom of a serious issue—the under-developed state of theory in many areas of psychology. While I focus on the phenomenon of "social priming"—since it figures centrally in current debate—it is not the only area of psychological inquiry to which my critique applies. I first discuss some of the key issues in the "social priming" debate and then attempt to show that many of the problems thus far identified are traceable to a lack of specificity of theory. Finally, I hint at the possibility that adherence to the materialist tenets of modern psychological theory may have a limiting effect on our full appreciation of the phenomena under scrutiny.