“When, to give just one example, the director of the U.S. National Institute of Mental Health (NIMH) proclaims that illnesses categorized as “mental” or “behavioral” actually are brain disorders, that diagnoses should be aligned with neural systems, and that psychiatry must become a neuroscientific discipline (e.g., Insel 2012, Insel and Quirion 2005), his statements reflect a position that, regardless of its explicit incorporation into people’s self-concept, regulates public health policy and the allocation of resources. Whether individuals like it or not, NIMH considers them cerebral subjects, and that has a significant effect on their lives—and even more so since Thomas Insel, NIMH’s director for over a decade, became in 2015 head of the new life sciences unit of Alphabet, the company better known as Google (Regalado 2015).”