Apple: A Twenty-first Century Religion?

From the CNN Write-up (read the lengthier story at the BBC web site):

The neuroscientists ran a magnetic resonance imaging (MRI) test on an Apple fanatic and discovered that images of the technology company's gadgets lit up the same parts of the brain as images of a deity do for religious people...

Question: Does this finding improve the credibility of our economic approach to religion?

The Department of Secular Studies

The formation of a Department of Secular Studies at Pitzer College shows how the very study of secularization can become institutionalized.