One scoop, or two?

Companies are pouring lots of money into the emerging field of 'social neuroscience', or 'behavorial neuroscience'.

"This is the first time that we've been able to show that ice cream makes you happy. Just one spoonful lights up the happy zones of the brain in clinical trials."

Research paid for by Unilever, using their Walls ice cream. Report in the Guardian. Heh-ho, the Holy Grail here is understand where and how thoughts and emotion work in the brain and nervous system, then you can manipulate them. For good or evil. Old graffito: Walls have ears, I know I found one in my ice cream too.