Amid a lot of high-level debate about economics, Summer Davos mixed in a few just wacky mad-scientist-like inventors. One was Adrian D. Cheok, a professor at Keio University in Japan and the National University of Singapore. He even has an awesome high-pitched, mad-scientist like giggle.

He’s developing a set of augmented reality technologies that use controlled electric shocks to trick the brain that you’re having certain sensory experiences. An electronic lollipop, for instance, could let you taste your favorite wine or your mother’s homemade cookies. A jacket could deliver a hug to your children if you’re working late. A text message could taste “sweet” or “bitter” by activating certain parts of the taste buds.

This is weird stuff. Is it too weird? There are clearly a lot of societal and ethical issues. You think MySpace had problems with pedophiles trolling chat rooms? Introduce life-like hugs. Oh, hey Mr. Attorney General.