Fantastically expensive only a decade ago, the increasing affordability of FMRI has birthed a new industry - commercial application of neuroimaging. The recent discovery of epigenetics, including predicting possible future presentations of genetic defects, bring similar sets of ethical conundra. Would you wish to know you’ll develop alzheimers in 20 years? How can marketeers more accurately offer products and services based on neural profiling? Will employers weed out applicants, based on brain scans? Debate moderated by leading digital culture commentators Protein.