I realize that I'm late to the game on this post, but I have to say that as economist, I found the take home point about revealed preference to be quite interesting, and it makes me wonder about the extent to which further neuroscience research will find systematic disjunctions in everyday circumstances between what motivates us and what gives us pleasure. Undoubtedly this would be leveraged into new sorts of paternalistic arguments... I'm guessing we'll need another decade or two before we have the neuropaternalist's equivalent of Nudge, however.