Google Glass can already monitor our location and track our eye movements to offer us personalised content.
As Neal explains, a tech startup called Personal Neuro has developed a brain-scanning electroencephalography (EEG) gadget that collects the user's brainwave data, analyses it and then uses it to create various apps.
It has the ability to determine a consumer's mood, emotions and taste - and if you combine that information with the data that Google Glass already collects, you have huge potential to deliver extremely personalised ads to users.
Clearly, it would be a revolutionary step in the advertising world where it's harder and harder to get people to take notice of your message – next time someone’s sad and in a shopping centre, why not offer them ads for chocolate, booze or happy movies?
Of course, as Neal writes, just because this technology exists, doesn't mean Google, who last week hired a former fashion executive to head up the Glass project, will use it. But it's not hard to imagine the potential.
Neal explains in Motherboard: … a Google patent dug up last year did suggest that a "gaze-tracking head-mounted display" could gauge users' emotions by "inferring [the] emotional state of the user while viewing the external scenes based at least in part upon the pupil dilation information."
Neal asked Google whether this type of brain monitoring advertising might be in their plans but has received no response.
I guess we'll have to wait and see, but we're not sure this news is going to do much to stop anti-Google-glass violence.