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Competing interests JP is a science communicator with Science made simple. Since 1995 he has been involved in talking about and demonstrating science to adults and children. His talk “What's going on in his head?” was supported by the Wellcome trust and toured science festivals and hospitals during 2013. You can read his blog at http://whatsgoingoninhishead.wordpress.com/. AGK is supported by a Royal College of Surgeons of England Research Fellowship, a NIHR Academic Clinical Fellowship and a Raymond and Beverly Sackler Studentship. PJH is supported by a NIHR Research Professorship and the NIHR Cambridge Biomedical Research Centre.
Provenance and peer review Commissioned; externally peer reviewed. This paper was reviewed by Colette Griffin, London, UK.