Larry Larsen works at Poynter Institute. They are the R&D arm of the newspaper industry (their eye track research led to the development of USA Today back in the 1980s).
Today eye tracking machines are getting cheaper, smaller, faster, and easier to use. As evidence of this Larry put up some videos of him using his eye track machine while doing things like playing Xbox games. Lots of fun.
I’d love to have one of these and run my friends through it while using the Web so I could learn from how they look at various things.