Neuroscience has hit the big time. Every day, popular newspapers, websites and blogs offer up a heady stew of brain-related self-help (neuro-snake oil?) and gee wiz science reporting (neuro-wow?). Some scientists and journalists — perhaps caught up in the neuro-fervor — throw caution to the wind, promising imminent brain-based answers to the kinds of questions that probably predate civilization itself: What is the nature of mind? Why do we feel the way we do? Does each person have a fundamental essence? How can we avoid pain and suffering, and discover joy, creativity, and interpersonal harmony?