Same genes, different outcome - why?

Chimps and humans have 99% overlap in genes. It turns out, of course, that not all genes are created equal. The impact of changes in transcription factors can be enormous, and that's what's different between us and chimps ...

TIME.com: Eye on Science - Science Blog Archives - Why We're Humans, Not Chimps

... a comparative analysis of rhesus macaques, chimps, orangutans and humans shows that the specific genes for so-called transcription factors, which act as on-off switches for other genes, have changed dramatically over the past 5 million years.

All humans have very similar genes (almost clonal), but we vary greatly in capabilities. Presumably the transcription factors will turn out to be important in that too. That's where we'll intervene to ensure that, thirty years from now, wealthy children will have average IQs of 200. Speciation by wealth?