fMRI & 'Experimental Man'

fMRI (functional magnetic resonance imaging, analyzing brain activity by measuring blood flow) seems to be showing up everywhere in neuroscience these days, as scientists study brain activity under a number of circumstances. In this Discover Magazine article science writer David Duncan undergoes the procedure (as well as regular MRI) as part of his overall submission to tests during the writing of his book "Experimental Man."
As its usage has become widespread many criticisms of fMRI have been leveled. See HERE and HERE. Some controversy continues, but use of the procedure seems ever-expanding.

Amazon link HERE to "Experimental Man." Review of the book HERE.
And lastly, Duncan runs an "Experimental Man" Blog HERE.