Yeah, there's a ton of criticism of fMRI as a method, largely because of a lot of results that are statistically unsound (to say the least)!
I tend to think of fMRI data as some highly nonlinear transform of whatever neural activity is occurring in a particular region of the brain, at pretty coarse spatial resolution (~1-3 mm) and pretty bad temporal resolution (~5-15 s).
Sure, it's no direct measure of neurons firing, but that doesn't mean there isn't information in the signal that we can interpret and maybe use (see [1] for a recent example of reconstructing seen images from brain activity)
As a cognitive neuroscientist, I tend to abstract away a ton of the details (neurons, molecules) and focus on more general computational principles: how do we get complex behavior from many simple interacting units---voxels in fMRI, for instance?
Regarding the specific paper you posted, I saw some of the discourse around it but haven't read it carefully myself (it's not my area of expertise). I saw some recent re-analysis of that data [2] that argues that the result isn't valid, but need to look at it more carefully.
[1]: https://www.nature.com/articles/s41598-025-89242-3 [2]: https://www.biorxiv.org/content/10.64898/2026.04.21.719913v1
Could you share your thoughts about neuralink? Is there enough signal for this to really work?
It sounds like it's a claim along the lines that you can't tell "I love Lucy" is on because you are listening to the audio and not looking at the screen.