“When a phenomenon or area of knowledge is neurologized, it does not ipso facto cease to be what it previously or otherwise was. For example, in the neurobics industry examined below, “brain jogging” simply translates into training the mind, and the exercises proposed are basically the same as those long peddled to improve mental capacities. Nevertheless, when these exercises are relabeled neurobics, they realize the ideology of the cerebral subject. It may be a superficial instantiation of that ideology, where the neuro is no more than a marketing gimmick. That, however, does not abolish the fact that what is sold and bought belongs to a neuro business based on people believing (or at least being told) that they are essentially their brains.”