Blade Runner Reading

When reading Blade Runner you notice that the characters frequently "dial up" their moods. This is down right crazy talk as far as I'm concerned. There should be no such device that allows someone to just change what mood they are feeling. In the first chapter for example, Rick and Iran are fighting, they are about to "dial up" and they have to promise each other not to dial into an angry more agressive mood in order to try and win the fight. Humans should leave technology out of emotion, if there are machines controlling our moods, then what is real and personal anymore?