It's not just a cool-looking image. After finding the "sweet spot" and staring at it for a minute, the center of the wheel will begin to flicker like a strobe light. This flickering supposedly represents your brain wave activity. Though it's not proven to be 100 percent accurate, researchers are confident enough in their findings to conclude "this new flickering illusion is a unique way to experience the α rhythms that constantly occur in the brain but normally remain unnoticed." Freaky.
