“…One example is fMRI, that some believe quantifies processes that reveal functions of parts of the brain. Previously only imagined in science fiction, fMRI may be the ultimate tool for the study of psychology, yet there are significant questions as to what exactly it is that fMRI reveals, and how best to analyze and present those data (e.g., Haller and Bartsch, 2009; Hemmelmann et al, 2009; e.g., Wang et al, 2009; Yuanqing et al, 2009). Those who want to use this potentially paradigm-changing methodology need to convince the community of science that what they are quantifying and reporting really reflects what they say it does.…”