Smell the money
From the vague article, this is my guess at what the experiment was like, but modified for use on Register readers:
First wire up a Register reader. Have a computer show them the following pictures repeatedly in a random order: The Register logo, Tux, Apple's logo, Microsoft's Logo, an Intel Inside sticker and the Paris thumbnail. Wait until each image gives a consistent response. Get a second computer to display a guess of the image that the first computer is showing from the name of the Register reader and the electrode output.
The next step is to vague up a description of the experiment until journalists will misinterpret it as reading images from inside brains. Use the resulting confusion to get investment from Jacqui Smith and all the other confused thought-police wannabes.
For those of you who do not read Japanese, this will give you a clue about where I am coming from. The longest word for neuron that I found was shinkeisaibou, which is written 神経細胞 (if you have a kanji font installed). Each of the four letters has several meanings, and each letter is made of meaningful components.
神 shin: gods; mind; soul. Left component: salute; bow; ceremony; thanks; remuneration. Right component: have the honor to; sign of the monkey; 3-5PM; ninth sign of Chinese zodiac.
経 kei: sutra; longitude; pass thru; expire; warp. Left component: thread. Top right: or; again; furthermore; on the other hand. Bottom right: soil; earth; ground; Turkey.
細 sai: dainty; get thin; taper; slender; narrow. Left component: thread. Right component: rice field.
胞 hou: placenta; sac; sheath. Left component: moon. Right component:wrap; pack up; cover; conceal.
These letters are going to cause different responses all over the brain unrelated to the shape of the letter just like the logos will cause a conditioned response in a prejudiced fanboy/Register reader.