Neurotechnologies are considered one of the likely areas where scientific progress can lead to modification of human beings and society. This paper offers a brief overview of modern neuromarketing technologies and discusses the existing vector in commercial applications of neuroscience. As a continuation of the trend, it is suggested to consider findings of neurophysiologists in the field of cross-cultural studies at the level of brain activity patterns. Such works are still rare, and the authors are not aware of any commercial applications. Nevertheless, it is now possible to speculate on probable changes in society that may follow once the neurophysiology of cultural codes and culturally conditioned behaviour enters commercial use, similar to the current use of neurophysiological tools to analyze consumer behaviour.