Overreaching in Neuromarketing?

The interpretation of brain images and other biometric measurements are part of a broad and increasingly practiced set of methods called neuromarketing. Following article is a challenge to the application of these methods. Good read:

Neuroimaging: Separating the Promise from the Pipe Dreams
by Russell A. Poldrack, M.D. in Cerebrum
Researchers and news reports sometimes exaggerate findings from brain imaging, and we should regard “breakthroughs" with caution, writes an experienced interpreter of brain scans ........'