Applying sociology to study humans is very controversial issue, from both scientific and political/religious point of view, with opponents coming from the latter being much more vocal. Non-human sociobiology doesn't create such controversies.
Sociobiology applies strict mathematical models to animal behavior, therefore its results are recognized more widely than results of any of previous social or ethological theories. For example, altruism was first satisfactorily explained by means of Sociobiology.
Memetics was created to allow applying means of Sociobiology means to human populations.
Well-known sociobiologists:
Related articles: Prisoners dilemma, Memetics