Personalized data collection for marketing and even more nefarious purposes is now firmly established as an enduring trend. In fact, it's so ubiquitous that digitized data collection is moving off the ground and into airplanes. In a unique experiment to better understand their flyers, British Airways is enlisting some passengers as volunteer guinea pigs in an high-tech experiment that deploys neuro-sensors and fiber optic cables woven into blankets. Once attached to passengers' heads, the sensors transmit real-time data based on brain signals that change each blanket's color depending on the passenger's mood, like a 21st-century mood ring. From red for tense, to blue for relaxed, BA's goal is to measure customer satisfaction, and, hopefully, make flying a more relaxing experience for all.