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Evan Ackerman

Evan Ackerman is a native Oregonian who now lives, somewhat unwillingly, in San Francisco. He has a background in creative writing and astrogeology, neither of which are necessarily appropriate for someone who is now a full-time blogger. Evan also writes for IEEE Spectrum's robotics blog, and when he's not parked at his computer with his eyes glazed over, you can find him getting injured on a soccer field or playing bagpipes excellently.

The BBC will be airing a documentary called Secrets of the Superbrands today, where they'll be looking at the power that brands like Apple hold over us. They did some poking around with an MRI scanner, and discovered that for Apple fanatics, their brains respond to Apple products in the same way as people of faith do to religious imagery.