"Are we moving towards a 'brave new world'?" writes Karen Philips, Vice President R&D of the Interuniversity Microelectronics Center, in a recent World Economic Forum (WEF) article. "As scary as chip implants may sound, they form part of a natural evolution that wearables once underwent." 

Interesting. 

Did Philips mention Aldous Huxley's Brave New World because she knows that the 1932 novel examines a society where citizens are sorted to be part of a certain social class, and the idea of individuality is non-existent? 

Did Philips mention a "brave new world" because she recognizes that normalizing the implant of an electronic component—a chip —into humans is the last nail in the coffin of personal autonomy and privacy in an increasingly surveillance-based America? 

Selling the idea of chip implants for everyday people. 

Objectively speaking, the essence of the article justifies using a technology called "augmentation" to improve the lives of ordinary people. The author claims that "compelling" arguments exist to interface our organic human self with chip implants. 

For rationalization, Philips delivers a background of technology currently used for medical purposes. For example, electroceuticals produce electrical impulses to treat ailments and "interfacing with the brain using neural probes" to manage epilepsy.