but you could easily map the bulk EEG data of an individual person in different brain states. just have them go through a calibration routine where they are prompted "think about apples" and then you record what comes back. now, you know what it looks like when they're thinking about apples in an intentional way. it's a start.
there's still plenty of noise, but the signal is going to look the same every time, if you can find it. the other question is whether your detection apparatus is going to be able to tease out the difference between "thinking about apples" versus "thinking about oranges". at present, my guess is no, which speaks to your point.
i get the feeling these problems are going to be solved as time goes on...