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Your browsing history, your location, your political preferences. For years, tech companies have found ways to turn personal data into profit. Now, a new and far more intimate frontier is opening: the electrical signals produced by your brain…. A fast-growing consumer market of non-invasive neurotechnology – wearable headsets, brain activity-reading headbands, focus-enhancing devices – is already here, already being sold and already collecting neural data from ordinary users. But the legal and ethical frameworks to govern it are struggling to keep up.