Amygdalas and fMRIs and branding, oh my

In the current issue of UpMarket, Vol. II, Issue 5: Keeping a brand upmarket in a downturn, I discuss the Amygdala and its triggering of the fight or flight response during a recession.

In the last issue of Upmarket, Vol. II, Issue 4: Is perception indeed reality?, I discuss how researchers at Standford and Caltech are using fMRI to measure the quality of a consumer's brand experience.

Now, in the July/August 2008 issue of Atlantic Monthly, Jeffrey Goldberg has written a piece called My Amygdala, My Self in which he discusses the science of neuromarketing and how scientists at UCLA are using fMRI to find out what we really think about everything from brands to politics.

Do I detect a pattern here?