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Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?

These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.

The Illusion of Choice identifies the 16½ most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these quirks to win customers, retain customers and sell more.

Modern brain–computer interfaces (BCI), utilizing electroencephalograms for bidirectional human–machine communication, face significant limitations from movement-vulnerable rigid sensors, inconsistent skin–electrode impedance, and bulky electronics, diminishing the system’s continuous use and portability. Here, we introduce motion artifact–controlled micro–brain sensors between hair strands, enabling ultralow impedance density on skin contact for long-term usable, persistent BCI with augmented reality (AR). An array of low-profile microstructured electrodes with a highly conductive polymer is seamlessly inserted into the space between hair follicles, offering high-fidelity neural signal capture for up to 12 h while maintaining the lowest contact impedance density (0.03 kΩ·cm−2) among reported articles. Implemented wireless BCI, detecting steady-state visually evoked potentials, offers 96.4% accuracy in signal classification with a train-free algorithm even during the subject’s excessive motions, including standing, walking, and running. A demonstration captures this system’s capability, showing AR-based video calling with hands-free controls using brain signals, transforming digital communication. Collectively, this research highlights the pivotal role of integrated sensors and flexible electronics technology in advancing BCI’s applications for interactive digital environments.

To understand superconductors, researchers explore their behavior at the limits of superconductivity, such as at high temperature or under strong magnetic field. New experiments investigate superconductivity at the limits of thickness, finding unexpected vortex behavior in ultrathin films [1]. Using a high-resolution magnetic imaging technique, Nofar Fridman from the Hebrew University of Jerusalem and colleagues measured vortex sizes in superconducting samples of various thicknesses and found larger-than predicted vortices in films made up of six or fewer atomic layers. The results suggest that thin superconductors host two superconducting states: one in the bulk of the material, the other confined to the surface layers. This behavior challenges our present understanding of how superconductors behave.

When a superconductor is exposed to an external magnetic field, it generates electrical screening currents, which generate a counter magnetic field, explains team member Yonathan Anahory from the Hebrew University of Jerusalem. The net effect is the external field lines bend around the superconductor without penetrating the material.

However, the situation changes in thin superconducting films, where the material’s ability to completely expel magnetic fields is weakened. Instead of being fully excluded, the field enters the film through narrow columns, called vortices, around which superconducting screening currents flow. Inside each vortex, there is exactly one quantum of magnetic flux.

A powerful framework allows scientists to understand and classify joint quantum measurements—procedures essential for many quantum technologies.

Two key, yet enigmatic, aspects of quantum physics are entanglement and the act of measuring a quantum system. These elements combine in unique ways in so-called joint measurements, where multiple systems are simultaneously measured in a way that accounts for their entanglement. Joint measurements are valuable because they can extract hidden information about the combined state of the systems. Remarkably, the outcome of a joint measurement can be replicated even if the systems are kept far apart, which has many practical benefits. Such “localization” procedures require local operations to be performed on each system and some extra entanglement to be shared beforehand. Now Jef Pauwels and colleagues at the University of Geneva have investigated how much of this shared entanglement is needed to localize a given joint measurement [1].