People collect autographs from the stars. Wouldn't it be cool to collect brainscans as a unique autograph? Kevin Spacey, thinking in-character to Frank Underwood or Stephen Colbert, as Stephen Colbert (pre-Late Night).
My brother made this as a sort of collectible conceptual art, for a hackathon that happened this past weekend in Berlin.
Great scam. Riffing off of this, there's probably a marketplace for a whole bunch of stuff, incl. urine/blood/faecal/saliva samples correlated with diet/exercise logs, handwriting, etc.
Never underestimate the modern idiot's tendency to ascribe any personality trait some sort of scientific-sounding, "quantifiable" entity.