The history of mental disorder is full of instances of labels of mental disorders being used to control what was deemed as unacceptable or dangerous. The science of mental health is as much determined by cultural norms as it is by its methods of enquiry. Psychologist Matthias Schwannauer (University of Edinburgh) argues for the seductive appeal of neuroscience. If we can physically locate our thoughts, anguish and distress, can we identify a fix? Could this be our key to happiness and contentment? If mental illness is largely defined by not being typical, who wants to be?