Who needs fMRI when you've got a sheet of paper with a likert scale?

No no, its a visual analogue scale with a brain drawn on top. It's the brain that makes it sciencey

I try to be pragmatic about this: If you're committed to neuroscience, at least that way you'd be wasting less money

Did it correlate? Did they check? Because honestly this is no sillier than getting to self report their own behaviour when they have no insight into it. [to be clear: both are very silly]