In sum, the NYT screwed up. Lindstrom appears to have a habit of making overblown claims about neuroimaging evidence, so it’s not surprising he would write this type of piece; but the NYT editorial staff is supposedly there to filter out precisely this kind of pseudoscientific advertorial. And they screwed up. It’s a particularly big screw-up given that (a) as of right now, Lindstrom’s Op-Ed is the single most emailed article on the NYT site, and (b) this incident almost perfectly recapitulates another NYT article 4 years ago in which some neuroscientists and neuromarketers wrote a grossly overblown Op-Ed claiming to be able to infer, in detail, people’s opinions about presidential candidates. That time, Russ Poldrack and a bunch of other big names in cognitive neuroscience wrote a concise rebuttal that appeared in the NYT (but unfortunately, isn’t linked to from the original Op-Ed, so anyone who stumbles across the original now has no way of knowing how ridiculous it is). One hopes the NYT follows up in similar fashion this time around. They certainly owe it to their readers–some of whom, if you believe Lindstrom, are now in danger of dumping their current partners for their iPhones.