The New York Times have just pissed its neuroscientific pants in public and is now running round the streets announcing the fact in an op-ed that could as easily been titled 'Smell my wee!' The piece is written by Martin Lindström, famous for writing the 'neuromarketing' best-seller Buyology, but infamous for not making any of his data or studies public. In fact, despite constantly mentioning the astounding conclusions from numerous brain imaging studies he was run, not one has appeared in the scientific literature. But even without knowing about the reliability data or the quality of the analysis, it's easy...