"You Love Your iPhone. Literally" says the headline of an NYT op-ed.

Bullshit. This is a great case study of how people (or, in this case, 'neuromarketers') take neuroscience and filter it through a lens of bollocks.

Here's a pretty thorough takedown: http://neurocritic.blogspot.com/2011/10/neuromarketing-means-never-having-to.html

And a simpler version for the non-neuroscientists among you: http://www.wired.com/wiredscience/2011/10/fmri-study-shows-my-bullshit-detector-going-ape-shit-over-iphone-lust/

More links:
http://www.talyarkoni.org/blog/2011/10/01/the-new-york-times-blows-it-big-time-on-brain-imaging/

If anyone else has seen a good retort to the op-ed, leave a link in the comments.

Also a word of caution. In posts like these, some people typically ignore the pieces I linked to and leave comments about whether they personally love their iPhone or not. So to pre-emptively clarify: I don't care.
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