One dictionary that I consulted remarks that "natural history" now commonly means the study of animals and plants "in a popular and superficial way," meaning popular and superficial to be equally damning adjectives. This is related to the current tendency in the biological sciences to label every subdivision of science with a name derived from the Greek. "Ecology" is erudite and profound; while "natural history" is popular and superficial. Though, as far as I can see, both labels apply to just about the same package of goods.
Marston BatesA wise and well-informed humanist has taken the time to look lovingly and wonderingly at the living world around him, and to study the ways in which scientists have tried to analyze the world... THE BEST INTRODUCTION TO NATURAL HISTORY THAT HAS YET BEEN WRITTEN.
Marston BatesThe deeper problems connected with advertising come less from the unscrupulousness of our 'deceivers' than from our pleasure in being deceived, less from the desire to seduce than from the desire to be seduced.
Marston Bates