Not content with creating artificial desires in people via old fashioned senses like sight, sound and smell (so 'last century'), those boys at Sony obtained a patent which speaks of technology to stimulate brain activity via ultrasound, thereby creating sensory experiences such as moving images, tastes and sounds.
From the patent:
"A non-invasive system and process for projecting sensory data onto the human neural cortex.... Changes in the neural firing timing induce various sensory experiences, depending on the location...the system induces recognizable sensory experiences by applying ultrasonic energy in one or more selected patterns on one or more selected locations of the cortex."
Suddenly, all those people wearing tin-foil hats don't seem quite so silly after all.
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