True in people and also true in birds where you see feathers in a crest that is visible from a long way off, telling one bird what species of bird it's looking at.
So they took some birds, caught some birds, and they lengthened the top knot on the head, or shortened it, and then measured how long it took for that bird to acquire a mate.
But to call it a bird was out of the question, because it had no feathers whatever except a crest of wavy plumes of a scarlet color on the very top of its head.