I'm not sure how I feel about this

From Wired News:

Scientists are scanning brain activity in the hopes of catching sight of the physical mechanisms that determine whether you prefer Coke over Pepsi.

The nascent research, known as "neuromarketing," could one day lead to new advertising strategies that directly stimulate hard-wired mental reflexes rather than appealing to fuzzy consumer attitudes.

I could see why this has Madison Avenue salivating, but (and here's that slippery slope argument again) what about all the potentially bad uses of this research? What do you think?