The Institute for Ethics and Emerging technologies linked through to an interesting bit of research that looked at “Preferences for Psychological Enhancements”, and reluctance by test subjects to allow enhancements. Specifically, they point out that “Ad taglines that framed enhancements as enabling … the fundamental self increased people’s interest in a fundamental enhancement, and eliminated the preference for non-fundamental over fundamental enhancements.”

With that in mind, I came across an article in Wired discussing Darpa’s latest forays into human enhancement, and I couldn’t but help notice the wording of Tony Tether, head of Darpa, the US’s Advanced Research Projects Agency: “[The Defense Sciences Office] isn�??t trying to create posthuman troops, Tether says. �??You know the old Army saying, �??Be all that you can be�??? Well, that�??s really what we�??re doing.�?� In training, soldiers �??become extraordinary in strength and endurance. But it�??s not any better than their body can be. And what we try to do is come up with techniques that allow them to maintain that level.�?�

The Wired article also showed that, in order to avoid scrutiny and accusations “of funding a Frankenstein army”, the names of various programs “were changed to dull their mad-scientist edge”. For example, “Metabolic Dominance became Peak Soldier Performance”.

So there really is a lot in a name. Hey, it’s all in the branding.