"An intellectual pestilence is upon us. Shop shelves groan with books purporting to explain, through snazzy brain-imaging studies, not only how thoughts and emotions function, but how politics and religion work, and what the correct answers are to age-old philosophical controversies. The dazzling real achievements of brain research are routinely pressed into service for questions they were never designed to answer. This is the plague of neuroscientism – aka neurobabble, neurobollocks, or neurotrash – and it’s everywhere." Delightfully critical, author Steven Poole derides the convenient, alluring, and sometimes vacuous prefixing of "neuro" to just about anything - sound familiar? "Mindful-X", I'm looking at you! As a nascent field, contemplative neuroscience will have to navigate this appetite for soothing neuroclaptrap carefully; the established popularity of "mindfulness" cuts both ways.