Animal sexual behaviour however, is proving to be false as, "most hormones don’t influence behaviour directly. Rather, they affect thinking and emotions in variable ways (Azar, 40)." There is much more involved in sexual behaviour in the mammalian animal than oxytocin and vasopressin can explain. It is often assumed that animals do not have sex for pleasure, or alternatively that humans, pigs, bonoboes (and perhaps dolphins and one or two more species of primates) are the only species that do. This is sometimes stated as "animals mate only for reproduction". This view is considered a misconception by some scholars. Jonathan Balcombe argues that
Pleasure riding its economic impact also dispels the misperception that horse ownership is only for the wealthy. The 2005 AHC study also found that approximately 34% of horse owners have an annual household income of less than $50,000, 46% have an income of between $25,000 to $75,000, and 28% have an income of over $100,000. Horse showing ranks second in the AHC study of horse activities, with 2.7 million horses involved. Even in competition, the term "pleasure" or "hack" is also applied to a number of horse show classes where the performance of the animals are judged on their manners, performance and