The phrase “turn on” is taking a turn for the literal: British researchers are working on a “sex chip” which would stimulate the pleasure centers of the brain with electric shocks. This kind of technology is already in use to treat Parkinson's disease, but as the technology improves, deep brain implants may be used to elicit a host of reactions. "In 10 years' time the range of therapies available will be amazing – we don't know half the possibilities yet," said neurosurgery professor Tipu Aziz. The chip would not just be recreational. An Oxford study proposed using it to cure anhedonia, an inability to experience pleasure from normal sexual activities. And just because the device works, doesn't mean it will be a success. A chip implanted in a woman with a low sex drive turned her into a raging pleasure seeker, but Aziz said, "She didn't like the sudden change, so the wiring in her head was removed."