Do you want proof that marketing and ads work -- that our brains are hardwired to believe what's suggested to them? Scientists at Cal Tech recently hooked people up to MRIs to gauge brain activity while they tasted 5 different Cabernet wines of various prices. However, the subjects were only given 3 wines with double samples of 2 of them. The funny thing is that people insisted a $90 wine tasted better when they were told it cost $90 than when they were told it cost $10! Yet when they did a blind taste test, people preferred a $5 wine to the $90 one! We as individuals fool ourselves. You can't change the way your brain works, so all you can do is try to counteract it with the actions you take.

Speaking of wine and food, the day is coming when the way you checkout at the supermarket is going to change. Microsoft and Motorola have both announced tests in supermarkets of an electronic gizmo that will register what goes into your cart and automatically check you out. Microsoft is doing tests with the ShopRite chain, while Motorola has teamed up with the Stop & Shop chain for tests.