Moran Cerf, the Israeli military hacker turned good-guy bank-robber turned neuroscientist, tells the hilarious stories about how the best day of his scientific career — when he got the cover of Nature — was ruined by press sensationalism. He and his colleagues invented a machine that let him show people pictures of what they were thinking about. A BBC news producer misconstrued this as meaning that he'd invented a machine that could record dreams. They ran with it, and the story spread all over the world, morphing into an account of how scientists could record your dreams and soon there will be product on the market that does this. When he stopped talking to the press, they ganked photos of him in a Freud Hallowe'en costume and dubbed him "the new Sigmund Freud." He continued to be the top news story on Google News, only slipping to number two when the US midterms results were published. He got calls from Apple asking to buy the dream recorder; from Inception's producer asking to go on tour with him, and so on. The story's pretty amazing, and a great commentary on how science stories spin out of control.