From Irregular Webcomic.
Brain science and neofuturism
Our knowledge of how the brain's preference system works is simply too rudimentary...Even if some ad actually elicits a high response in the reward system this activity may not, simply, correlate with a clear-cut preference for the ad. The reason is that the reward system is composed of several different structures which may interact and compete for the final verdict.
Dr. Sam McClure, a postdoctoral researcher at Princeton and a co-author of the soft drink study, suggested that neuromarketing might someday even be used to protect vulnerable brains.
The prefrontal cortex, which helps mediate consumer choice, develops late in children and is impaired in older people, groups that are highly susceptible to advertising, he said. Young children are often sucked in by advertisements for sugary foods, while the elderly can fall victim to buying fake insurance policies.
"If brain imaging studies clearly showed those vulnerabilities, laws could be passed to protect people from advertising," Dr. McClure said.
Say goodbye to cancer and heart disease within 15 years, and hello to living way past 80. And try to survive until the year 2029, which according to Kurzweil’s mathematical models, represents “25 turns of the screw in terms of doubling the power of information technology in every aspect of our lives.” We’ll see reverse engineering of the human brain, and computers that “will combine the subtlety and pattern recognition of human intelligence with the speed, memory and knowledge sharing of machine intelligence.” The marriage of nanotechnology and AI will bring us “a killer app”-- nanobots that can keep us healthy from the inside. These will also enable “full immersion virtual reality from within nervous systems” and expand human intelligence, facilitating “brain to brain communication. As for human conflict, Kurzweil sees an end to starvation and energy concerns, but doesn’t quite complete his utopia. New technologies may be used in anti-social ways, say, by a bioterrorist. “I’m less optimistic we can avoid all painful issues; we certainly did not do that in the 20th century,” concludes Kurzweil.