Beyond all the other more salient objections one might have with this pitch, there is just the very practical fact that there really isn't enough signal from "noninvasive" sensors to get the sort of data they are promising.

It's been explained to me by neuroscientists I respect that EEGs and friends are like trying to listen in on a conversation happening on center ice from the parking lot of the arena. You can maybe tell if there is a match going on if there is a rowdy crowd but that's about it.