• Firstly it is another attack on the 'voice as a commodity' differentiator; voice calls made through Skype to another Skype user become free.
• Secondly it reflects the confidence (or desperation) in 3's business model; Voice has been king for so long in telecoms that some find it hard to imagine anything else driving ARPU (Average Revenue Per User).

Brainwave** sensors aren't really anything new - the phenomenon of post-synaptic potential has been observed and measured since 1885 (although back then the electrode was applied directly to an exposed brain), and EEG (electroencephalogram) machines have been around in various forms of usefulness for at least 30 years.

However there is a new technology that seems to be capable of measuring post-synaptic potential without the need for messy gels, skull scrapings, caps, or even wires of classical EEG.