That's an MRI scan of New York Times writer Matt Richtel's brain that was captured while he played a simple driving game -- all in the name of science (and journalism), of course.

ENGADGET: This is your brain. This is your brain on video games Alt

Barner actually spent the time each year for NCAA Football games to get his name and number on his in-game jersey.

FORBES: NFL Draft Rookies Kenjon Barner And EJ Manuel To Be Immortalized In Madden NFL 25

Cost-cutting is the name of the game in an industry with too much capacity.

FORBES: The "Oof" Company

Morneau, Gonzalez and Joey Votto were among the big-name, high-priced stars playing in the game.

NPR: Fierce Brawl Mars Canada's 10-3 Win Over Mexico

In the mutual-fund business, scale is the name of the game.

FORBES: Growing Pains

Back in 1998, its creator, Research in Motion, knew it had a game-changing product and believed that getting the right name would matter.

FORBES: Business Travel Can Make You a Better Leader

But in the name of the bigger prize here, which is significant, game-changing deficit reduction and game-changing legislation in terms of getting our debt under control, it is worth doing.

WHITEHOUSE: Press Briefing

Another Second Life resident using the name Alex1 Richardson worried that Second Life residents would soon be paying taxes on their in-game incomes.

FORBES: Magazine Article

So Droid Life -- which has earned itself a solid record in the rumor game as of late -- is reporting that Verizon Wireless will be dropping the "Wireless" portion of its name this weekend and announcing that it won't be carrying the iPhone 4, instead concentrating on its high-end line of Android devices that it's done an admirable job of building up lately.

ENGADGET: Verizon Wireless changing to Verizon this Sunday, massive new branding campaign planned? (update: no name change)