More Ought-from-Is-ism?

This article itself asks the question of the scientificity of this practice:

Mr. Hill's expertise: studying facial expressions and eye tracking to find out what consumers genuinely think about a new product.
In other words: People can lie, faces rarely do.
For the past two decades, Mr. Hill has been refining what he calls the art of "brain science" -- finding ways to use technology to tap what is largely undefined. That is the art of examining the 3,000 combinations of eye and muscle movements in the face that say so much more than words do.