DiMaggio, Paul J., Comments on "What Theory is Not", ASQ, 40: (1995) 391-397.

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DiMaggio find the situation between theory even more complicated than Shaw and Sutton:

1. There is more than one kind of good theory

Theory as covering laws
Some traditional theories are simply statements of the world as we see it. Here researchers often scurry about looking for high r-squares and explanations.

Theory as enlightenment
A device of sudden enlightenment. This kind of theory is complex, defamiliarizing, and rich in paradox. It's a "suprise machine".

Theory as narrative
An account of a social process with tests of the plausibility of the narrative. Sutton and Shaw have a version of this in mind when they talk about theory. Yet explanation means accounting for variance.

2. Good Theory Splits the Difference
Many of the best theorys are hybrids of the above approaches. One problem is that these approaches are driven by different values and purposes.

Clarity vs Defamiliarization
One must balance the act of helping readers see the world with new words/eyes without confusing them too much.

Focus vs Multidimensionality
One person's multidimensionality is another persons goulash. One persons focus is anothers reductionism.

Comprehensiveness vs Memorability
Sometimes our search for novelty causes us to overlook the most important variables (though uninteresting).

Theory Construction is Social Construction, often after the fact

Resonance
"The reception of a theory is shaped by the extent to which a theory resonates with the cultural presuppositions of the time and of the scientific audience that consumes it". The environment in which evolutionary arguments are released changes. Cultural change modifies the metaphors that we think with.

Theories into Slogans
People often simplify the things they read until they fit into pre-existing schemas. If a paper is widely read by others not expert in the original field it gets further refined and simplified. New ideas get lumped into either "hard" or "soft" intuitive notions.

Post hoc theory construction
Theories are socially constructed after they are written. Its a cooperative venture between writer and readers. We often reduce theories to slogans.