Free lunch effect isn't a pejorative, it's just the effect on advertising a benefit and how it tailors a response to that benefit. I can't answer why if white males comprise only 30% of the population, they are over-represented by interest in aviation. I could throw out a bunch of theories, but my Air Force military experience doesn't lend itself to guess what makes someone want to fly planes vs someone who doesn't. I thought I was going to be something entirely different when I joined, but 30 years later here I am.