SteelSeries has announced Sentry, a device which tracks the user's eye movement. Since so much of professional gaming is perception and attention, it can be valuable to acquire feedback on how your eyes scan the display. This is not exactly a new service for teams. Some StarCraft 2 tournaments have even broadcast eye-tracking data to the audience.
This is obviously a niche product, but that is not reason to discredit it. One of the leading reasons for purchasing a high-speed camera is to analyze golf swings (I avoided the "driving reasons" pun, for your sanity). More subtly, SteelSeries is a major sponsor of several gaming teams. They might consider their personal needs as a form of subsidization, depending on if their business arrangement with Tobii and their investment in the Sentry. If it is not significantly more expensive than licensing a different service for their players, or that service is missing critical features, then why not make it and sell part (or all) of it as a product?
Currently no pricing or availability yet.