If I recall correctly Newell himself has made comments on how scary brain interfaces become when the interfaces can start influencing the mind as well as reading it. Giving it positive signals in association with certain ideas or products, essentially a shortcut to what traditional advertising tried to exploit about human cognition, except now it could be forced directly, where you can essentially “force” people’s brains to be happy with a certain situation, idea, or product. He is at least cognizant of the dangers, but who knows how cognizant or how he plans to address those dangers.