Watching your own brain in real time

There's a company that's making use of real time fMRIs to let people play with their own brains.  The basic idea is that if you can see brain activity directly, then you could influence it much more easily. 

It's a nice story, and I like biofeedback as a concept, but I'm not clear on whether an fMRI would be a big improvement.  Any thoughts from you neuro people?
resipisco ?

Here's their hype-y video:  http://www.ted.com/index.php/talks/view/id/236
And from the NYT article:

Here’s how Omneuron uses fMRI to treat chronic pain: A patient slides into the coffin-like scanner and watches a computer-generated flame projected on the screen of virtual-reality goggles; the flame’s intensity reflects the neural activity of regions of the brain involved in the perception of pain. Using a variety of mental techniques — for instance, imagining that a painful area is being flooded with soothing chemicals — most people can, with a little concentration, make the flame wax or wane. As the flame wanes, the patient feels better. Superficially similar to an older technology, electroencephalogram biofeedback, which measures electrical feedback across multiple areas of the brain, fMRI feedback measures the blood flow in precise areas of the brain.

“We believe that people will use real-time fMRI feedback to hone cognitive strategies that will increase activation of brain regions,” Dr. deCharms said. With practice and repetition, he said, this could lead to “long-term changes in the brain.”

PS... TED talks is full of amazing stuff.  For example, this woman recounts her experience of having a stroke and temporarily losing much of her brain function.  She's a neuroscientist, so her understanding of what's happening to herself as it's happening is incredible. 

http://www.ted.com/index.php/talks/view/id/229