This area of ethics should be considered seriously, but in this specific instance these consumer-level headsets tell you very little about anything. I'm constantly frustrated by the amount of coverage these get when, if you've ever studied any kind of neuroscience, you realise quite how vague the data is, and how much over-interpretation goes on in the advertising for these products.
It's a shame this book by my MSc dissertation supervisor isn't coming out until next June, because I'm pretty sure there's a bunch of stuff in there about this kind of neurobollocks: https://www.penguin.co.uk/books/479845/neurobollocks-by-devl...