the insula, a region they say
is linked to feelings of love and compassion.
So they concluded that because they saw activation in the insula,
this meant the subjects loved their iPhones.
Now there's just one problem with this line of reasoning,
and that's that the insula does a lot.
Sure, it is involved in positive emotions
like love and compassion,
but it's also involved in tons of other processes,
like memory, language, attention,
even anger, disgust and pain.
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