fMRI + Marketing = Consumer Control?

anonomouse writes "NYT magazine has an interesting article on the use of neuro-imagery in marketing. Best (old) quote: 'Half of the money I spend on advertising is wasted, but I don't know which half'. Good, bad, whatever? Does this bode well for job opportunities for the new crops of cognitive systems graduates? Most importantly, what does brain state tell us about behavior, if anything?"