Humans have learned to travel through space, eradicate diseases and understand nature at the breathtakingly tiny level of fundamental particles. Yet we have no idea how consciousness – our ability to experience and learn about the world in this way and report it to others – arises in the brain. In fact, while scientists have been preoccupied with understanding consciousness for centuries, it remains one of the most important unanswered questions of modern neuroscience. Now our new study, published in Science Advances, sheds light on the mystery by uncovering networks in the brain that are at work when we are conscious. Humans have learned to travel through space, eradicate diseases and understand nature at the breathtakingly tiny level of fundamental particles.

Choose "I don't think so." or "Yes, I think so.". Our world of technophiles is sometimes pushed to the extreme: many fans will defend the brands they adore to a point that even worries some sociologists. This is the power of marketing in its raw state, and it's neither new (as this 1994 article attests) nor truly surprising since current generations were born in it and are bathing in it without even realizing it. This is a worrying subject and techno-skeptics tend to rush into the same arguments: "technology companies are interested in nothing but themselves", "they don't want to help users as they claim, they just alienate them to keep them in their midst", etc. These points, which are generally well founded, still need to be qualified.