well, naked mole-rats are reasonably widespread in zoos and their score in ugliness is excellent
The article isn't a joke and it treats a very serious subject, though in a joking fashion with the so-called Ugly Animal Preservation Society. However, the marsupial mole is an very bad example because there's a whole bunch of reasons why it isn't in zoos; it's "beauty" or "ugliness" is definitely secondary.
As anybody working in conservation knows, animals that are perceived as "ugly" or "uninteresting" to most ordinary people just don't stand much of a chance compared to "attractive" or "cute" animals. A basic example are rats and mice where hundreds of species have tiny ranges and are seriously threatened, yet exceedingly few conservation projects aimed at such species exists. Want to start (yet another) conservation project for elephants? -- fairly easy. Want to start something similar for one of the numerous species of mice heading towards extinction? -- good luck, you'll need it. The very reason the "flagship species" concept started.
However, as usual for the media, the news article pushes the border a lot because there definitely is a very large number of "unattractive/boring" animals in zoos. But if you compare any of those "unattractive/boring" species to how many zoos have e.g. Siberian tigers, meerkats or red pandas (all so common in captivity that if half disappeared tomorrow, they would still have decent captive populations) the number is exceedingly small.
I've been trying to find the original research for this article and I can't find anything. Seriously, nothing.
In addition to the 2010 parrot article:
Maresova; Frynta (2008).
Noah’s Ark is full of common species attractive to humans: the case of boid snakes in Zoos. Ecological Economics 64: 554-558.
Maresova; Krasa; Frynta (2009).
We all appreciate the same animals. Ethology 111: 297-300
Frynta; Simkova; Liskova; Landova (2013).
Mammalian collection on Noah's Ark: the effects of beauty, brain and body size. PLoS ONE 8
The 2011 book "Are Animals in Zoos Rather Conspicuous Than Endangered?" is also relevant. Despite being a book, the approach and content is similar to a series of scientific articles (unsurprising considering the format it was published in earlier).
In summary, if an animal is big, "cute" and/or colorful, there's a good chance it is in captivity. If an animal is small, "ugly" and with dull colors the chance it is in captivity is much smaller.
While I don't necessarily agree with every conclusion in the above papers and book, the majority is simple logic (in my mind anyway) and I doubt the overall results are a big surprise to anyone. In the end it's basic economics: If a zoo doesn't have at least a few animals that are "attractive/interesting" to ordinary people, few people will visit and the zoo will end up closed.
Zoochat members aren't exactly average zoo visitors: I'm sure I'm not the only one that would walk right past a red panda exhibit to see an exhibit with a rarely kept species of mole-rat
