[ericand]

I'm surprised they didn't list testing the effectiveness of advertising as a use case.

[ALittleLight]

They did discuss the case of an alarm becoming more insistent if a pilot didn't notice it. I think it's a small hop from that to "We will only charge you for the ads that people notice in our ad supported VR game" type stuff.

I assume you could also use this for ad targeting if you could get people to watch the right content with their brain reading VR helmets on. "This person focused a bit more on the Cadillac driving through the screen than is typical. Let's show them a Cadillac ad."

[nexuist]

>I assume you could also use this for ad targeting

You could also use this for ad blocking, replacing ads in your vision with cute images of animals :)

[reportgunner]

> use this for ad targeting if you could get people to watch the right content with their brain

This sounds really wrong.

[mr__y]

Wouldn't this make a literal tinfoil hat effective ad-blocker or at least an actual privacy enhancement?