Their recent work also illustrates CYOA is again becoming a hot area. With the next major generation of consumer VR likely to have eye tracking (to conserve GPU), videos and games that choose narrative based on inferred user interest seem likely to become a thing. 'Oh, you like that character do you... then we'll tell the story emphasizing them... or their flaws... or maybe kill them off early'.
This seems likely to arise in education as well. Not merely spoken dialog systems, but mentors that watch you and adjust to your interests. Not just show a youtube science video, but use eye tracking to identify what aspects were of interest, and follow up on them. 'Was it the nanoparticles, the microscope, the chicken, the laser, cancer, or the friendly graduate student? Well, here is some related content.' Done well, science education is like studying history - it's such a densely interwoven tapestry, that good advice is to start with what interests you, and by pulling that thread, pull in the world.
I see that as being a great opportunity for customer referrals. So many people have a gmail account. It'd be cool, from the business' standpoint, to see if your customers are connected through something as simple as email if they allow an app to access sender information.
It allows you to turn videos into 'Choose Your Own Adventure' like guides.
You can map where the user goes next based on the choices they make.
It seems like it'd be a great tool for entertainment or educational purposes.
The only issue I found was that the videos couldn't be captioned, so it's not ideal for accessibility.