[polypodiopsi]

The appeal of theories like these to a lot of people is that they are quite simple to understand. Has also to do with that in a society where all subjectivity is informed by the valueform everything seems to appear as a market. And isn't it flattering to be part of the group that has access to the hegemony of scientific knowledge? Probably. You can thus think about why you re conditioned to find ideas like these appealing. Or why a popularscientific enterprise (the authors book in the article wich is basically advertisement and as such partaking in libidinal economy) emphasises these aspects and reserves the position of "exception to the rule" to cutting edge research on neuroplasticity.