Rather then pointing at a link or image with the cursor, the user drags their point of view across a staticpage, scoping in on the desired element before pulling the figurative trigger.
In the Media Lab's implementation, an iPad is used to display a static 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.