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As a manager I could hook it up to my corporate performance system and use ability to comprehend boring meeting content as a performance metric. It’ll be awesome, you’ll see.

There will be a hot startup for this and then MS will roll out buggy half-assed copy and will capture the whole market.

I can't help think -- will this be used to measure engagement for advertising, or the effectiveness of political speech?

Yes, utopia or panoptcion

Yep.

Don’t get too far ahead of the results, but yeah, this makes things extremely interesting.

From the paper:

”However, whether these models encode, retrieve and pay attention to information that specifically relates to behavior in general, and to comprehension in particular remains controversial”

edit: Mapping from a statistical model directly to one specific individual’s brain may turn out to be intractable for things like brain implants.

But, the chances are pretty good that there will be strides made in unexpected areas.