Eye tracking: "climbing inside your users' heads and seeing your web site through their eyes"

For the first time for ages I clicked on a Google advertisement. The "climb inside your users' heads" is what did it. Though I'd have preferred it if I could have chosen to switch the sound on, rather than have it jump out at me as soon as I opened the page, this 2 minute video clip, and informative sound track  - from the British company etre - shows clearly what eye-tracking studies can reveal about how users take in (or not) the contents of a web page.  (It would certainly be interesting to see what eye tracking studies show about how users look at web-based learning materials.)