Neuroscience--especially human neuroscience, and more especially human functional brain imaging--has had a quite a run in the last twenty years. In the first decade the advances were known mostly to scientists. In the last ten years there have been plenty of articles in the popular press featuring brain images. Many of these articles have been breathless and silly. Some backlash was inevitable and one of the more potent examples was a recent op-ed in the New York Times. Still, as Gary Marcus pointed out in a nice blog piece, we would be wise not to throw the baby out with the bath water.