Can This Futuristic Brain Stimulation Device Replace Your Coffee and Cocktail?
The idea is that electrodes will deliver a "calm vibe" or an "energy vibe" straight to your brain.
Using a concept straight out of science fiction (Philip K. Dick, to be exact), a start-up called Thync is targeting the caffeine and alcohol markets with technology. The idea is that instead of getting a jolt of caffeine or a slug of liquor, you’ll just sit back and adjust your Thync headset to either an “energy vibe” or a “calm vibe.”
This may sound outlandish—and it is—but the company has apparently already accumulated $13 million from investors. And it plans to begin distributing its services via a miniaturized Bluetooth-enabled device by next year.
“Shift your state of mind. Conquer more” proclaims the tagline on Thync’s website. According to CEO and co-founder Isy Goldwasser, the gadget will offer “a way for us to overcome our basic limitation as people. It lets us call up our focus, our calm and creativity when we need it.”
Brad Stone, a skeptical Bloomberg Businessweek journalist who had the chance to preview Thync, writes that “the familiar knot of stress in my stomach evaporated” when his cranial nerves were targeted by “specifically calibrated levels of electricity” through electrodes for 12 minutes on the “calm vibe” setting.
Neuroscientists have been using transcranial direct-current stimulation (or tDCS) for years as a way to treat head injuries, enhance memory, or alleviate depression. And Goldwasser says that the market for something like Thync is not as sci-fi inspired as it may seem. “If you can chill out with this device as opposed to having a cocktail,” he argues, “or focus without having another cup of coffee, you are going to do it.” When he started the company in 2011, he even brought in a prop of the memory-erasing device from the Men In Black films to their first meetings, joking: “Now everyone look at this and give me $2 million.”
You Might Also Like
Check out this interactive feature to get a unique sense of the current numbers—based on data from SAMHSA, the CDC and the FBI—for drug use, drug problems and more.... Read More
This time-lapse map shows state-by-state which drugs Americans have searched online over the last decade. ... Read More
Bartenders everywhere should be afraid about the rise of the self-poured beer.... Read More
The "United States of Alcohol" maps America's drinking preferences, from sea to boozy sea.... Read More
Substance.com intercepts another piece of top-level correspondence.... Read More