Many psychologists refer to large amounts of brain imaging research as the "new phrenology" or "blob-ology".
Psychology students study the limits of techniques like fMRI and reasons why they should look at them critically. (Well, they do on the large Psychology BSc I run at a UK university. They also learn about a wide variety of research methods, from experimental to qualitative - along with all the associated pros and cons. The point is to give them the critical skills to evaluate the quality of research.)
The media loves brain images and often use them to tell a very simplistic story, which then ends up as "common knowledge". I was at a management training course where the facilitator launched into left vs right brain thinking. As the psychologist in the room, I had to stop her and (politely) explain why this was utter BS. She just wanted a metaphor for different ways of thinking, but pitched it as scientific fact. Much the same as the way quantum physics gets hijacked to explain the paranormal, etc.