Getting sticky, tangy orange dust everywhere is usually considered a drawback of snacking on Cheetos. But that messy, colorful coating is actually one of the reasons people love Cheetos so much. Or at least that's what companies analyzing our brain activity think.
This awkward-looking contraption can read your mind—sort of. It's an encephalometer from Hitatchi, and it measures the change in blood flow across your brain. You know what that makes it good for? Neuromarketing, apparently! And an old joke.