TED Talk: Ed Boyden: A light switch for neurons

Amazing talk on optogenetics and on TED:

Ed Boyden shows how, by inserting genes for light-sensitive proteins into brain cells, he can selectively activate or de-activate specific neurons with fiber-optic implants. With this unprecedented level of control, he’s managed to cure mice of analogs of PTSD and certain forms of blindness. On the horizon: neural prosthetics.

Ads Make False Memories

Wired on highly visual ads using memory recall and reconsolidating to trick you into thinking that you’ve not only had, but enjoyed, their product:

What makes it even more puzzling is that I know it didn’t happen