“In exchange for free tickets to [the Cirque show] O and an upgrade to one of the VIP suites, [60 volunteers] agreed to be poked and prodded, and have their brain activity observed during a performance. Twice each night for five nights, Lab of Misfits techs” – yes, that’s the name of the neuroscience research firm – “wired six of us up with the headgear, and … they gave us iPads that prompted us throughout the show to answer questions about just how much awe and wonder we were feeling at that exact moment.”