The cult-like worship of Apple now has some basis in pseudoscientific fact, according to the findings of the new BBC documentary Secrets Of The Superbrands. After running an MRI on an avowed Apple fanatic, neurologists discovered that photos of iPhones and such triggered the same responses in an Apple apostle’s brain as religious iconography does for pious people. Granted, rampant fanboy-ism likely inspires that sort of cerebral response regardless of its subject, and it’s likely that the same scientists would have had similar results putting, say, a photo of Han Solo in front of a Star Wars fanatic or Aaron Rodgers in front of the state of Wisconsin. But then again, neither of those has been denounced by the Pope, boasts an “evangelical” devotion from its employees, or has ingrained, symbolic ties to religion, like a logo that represents the sinful seeking of God-like knowledge—so obviously this makes for a better story. Still, no matter how they spin it, there’s no getting around the fact that Apple immediately fails the “God” test, considering its products usually show up when it says they will.