A new theory published in the Psychological Review suggests that imagination operates by reshaping existing neural activity rather than generating new signals. The brain consumes about 20% of the body's energy, with 99% of that energy dedicated to internal processes. Traditional views held that visual imagination worked in reverse from actual sight, but this research indicates that imagination involves modulating ongoing brain activity. Feedback activity in the brain does not trigger neuron firing as when seeing real images; instead, it alters the existing patterns of activity. This theory accounts for the varying experiences of mental imagery, as seen in conditions like aphantasia and hyperphantasia. Overall, the research provides insights into why imagination often feels weaker than direct visual perception, as it relies on the brain's spontaneous activity rather than creating new visual constructs.