Wired writes that neuroscientists have been hard at work trying to figure out how our brains work when we're evaluating things like beer, cars and politicians. Scientists are scanning brain activity, using functional magnetic resonance imaging, or fMRI, in the hopes of glimpsing into the physical mechanisms that determine whether, say, drinkers prefer Bud or Coors. The research, known as neuromarketing, "could one day lead to new advertising strategies that directly stimulate hard-wired mental reflexes rather than appealing to fuzzy consumer attitudes." Well OK, then.