“Exercise your mind”, “Increase your working memory”, “The absolute game-changer for organizing my brain”, and many other phrases like these appear every day in our Instagram or TikTok feeds and across multiple websites. There seems to be increasing pressure to become smarter, faster, more efficient…in other words, better. Where does this urgent need for improvement come from? Does it stem from professional pressures? For example, are our jobs becoming more demanding and requ

This opinion article discusses the ethical and societal implications associated with direct-to-consumer neurotechnology marketed for wellness purposes.