“The subjects' brains responded to the sound of their phones as they would respond to the presence … of a … family member.”

—From an October op-ed piece in the New York Times describing a brain-imaging study purporting to show that iPhone users “loved” their phones. The Times later published a letter signed by 45 neuroscientists explaining that “there is rarely a one-to-one mapping between any brain region and a single mental state.”

COMMENT AT ScientificAmerican.com/dec2011