This paper suggests that the goddess movement is becoming increasingly intertwined with mainstream archaeology, an illustrative case being Çatalhöyük. This is another salient example of the public's avid consumption of archaeology and its multivalent imagery. Yet there are additional, fundamental issues of a more philosophical nature to consider. For example, feminist practitioners might consider interrogating the very ontological bedrock on which goddess narratives are layered. They reinforce three pervasive dualisms which feminists have sought to dispel: nature:culture, mind:body, reason:emotion. Additionally, masculinist theorists might find many of the underlying concepts sexist against men, since they seek to highlight and restore the primacy of women. Despite the positive overtones of the movement, I argue that it is often reactionary, anti-feminist and it essentialises the roles of women and men.