The concept of a matricentric society, linked with female rule, has been enthroned in studies of Europe’s prehistory during the past two centuries. Nevertheless, in the 1960s and 1970s, feminist approaches dethroned the idea of the Mother Goddess as the key organizing principle of Aegean Neolithic societies. Recently, however, certain versions of gynecocracy, implying female rule, and/or of matrilineal kinship have been rethroned for studies in the Aegean Neolithic and Bronze Age. This article critically assesses how and why scholars have supported the existence of matrilineal kinship and/or female rule in the Aegean Neolithic and Early Bronze Age. Which pools of evidence have they used to support their claims and why? The multiple lives of matrilineal kinship and female rule in the research record will be discussed through the lens of enthroning, dethroning and rethroning processes. Ultimately, tracing these processes helps to elucidate the troubled relationship between translating socio-cultural anthropological concepts with and without applying socio-cultural anthropological knowledge to the archaeological material.