No, it's not what you think. They haven't developed an "Obedience Chip." Sega and Neurosky are developing a device to allow you to control a toy with your mind. This kind of technology has been available in limited form for decades, but besides the potential for helping the disabled, let's consider some more everyday applications (And note, you have to wear a headset): 

• Video games like Madden and others that have complex controls could be theoretically simplified.
• You get to pretend you're Jean Grey...or Sylar.
• A mind-controlled robot could go to the fridge and get you a snack without you even having to move your mouth. Are we getting lazy or what?
• Never lose the TV remote again! Just wear the headset around the house.
• Giving new meaning to "Fully-immersive environment

What uses do you see?