That's the headline to Gary Robbins' story in the San Diego Union Tribune describing President Barack Obama's announcement of BRAIN (Brain Research through Advancing Innovative Neurotechnologies) Initiative. UC San Diego and others on "the Mesa" including the Salk Institute for Biological Sciences are going to be deeply involved in this project.
Mike Freeman had a related story in the UT: "Qualcomm joins Obama's BRAIN project"
The UC San Diego story on the BRAIN Initiative
Here is a story and video from the White House: "BRAIN Initiative Challenges Researchers to Unlock Mysteries of Human Mind"