Well, here it is: a semi-finished version of my work with Keith Cross on the social significance of brain terminology in technology (and vice versa). It was a lot more work than I anticipated, and I learned a lot about the history of scientific metaphors, as well as many researchers and initiatives aiming at creating more appropriate language for AI-labeled technology. On the advice of many who viewed earlier versions of the manuscript (thank you), I cut out a lot. But, I feel there is much more to dig into -- it's the first time I feel like I have enough material to maybe write a short book about it. Hmmmm https://arxiv.org/abs/2107.14042