You might call it the neuro-backlash. At first, the new class of pop-science tomes that emerged in the last decade seemed fun and provocative, with startling take-home messages about psychology, neuroscience, and economics that promised to empower us by pithily decoding the inner workings of human life. Their stark white covers and cheeky titles (often of the one-word variety) signaled that something head-turning and abstract was contained within their covers. And their effect could be measured in our new vocabulary of buzz words, as we began to describe a 21st century of Tipping Points and Black Swans, fMRIs and mirror neurons.
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