Hacking your brain... with an IPOD

Ugh.. sounds like the mozart effect to me. I can't be bothered to even read the site very closely - feel free to post opinions and let us all know what you think though.
"It's called entrainment. It sounds like mumbo jumbo, and the web page makes it look like mumbo jumbo, but there are some real scientific principles behind it, ... inasmuch as you can generate definite physiological effects using it that cannot be explained with a placebo effect. What is it? Well, basically, the idea is that you can modify the electrical activity in your brain (the stuff that's picked up by EEG readings) by hearing sounds that mimic those waves."