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Well, despite being a gag, it is still an experiment, just not the experiment most visitors think it is. More of an experiment on humans' willingness to believe in the paranormal, etc. I wrote to the author of the website and he gave me this link in his reply...

Yes, many will assume the new laptop they bought for $600 has eye-tracking hardware built in to the screen.

Yes, TF has let the cat out of the bag. Once you know how it works, the comments on the website are even more amusing.

Well, I was amazed for a few minutes til I figured it out... if anyone really really wants to know how it works, I'll post it here later.