Rather then pointing at a link or image with the cursor, the user drags their point of view across astaticpage, scoping in on the desired element before pulling the figurative trigger.
In the Media Lab's implementation, an iPad is used to display astatic news page with flashing colored bands at the top, representing just a few vertical pixels on the LCD.
Though having a truly engaging page requires a more hands-on approach than the static, digital billboard you may have grown used to, providing an online destination can convert enough visitors into customers to make it well worth your time.
Other associations, such as those hard-coded into a search engine (as opposed to astatic link), may be difficult to find without spending a considerable amount of time on apage.