I think the eye tracking was mentioned in there somewhere.AS the study indicates, there is often a big difference between #1 and #2. (There can be only one). The numbers in the article are pretty similar to eytracking and click tracking studies that have been around for quite a while.
However, it varies by niche. In our niche it is rare that someone looking for a place to stay only looks at one. They often keep digging for more to compare. So it is good to be number 1, but if you can't be #1, then make sure that you are a more attractive option than whoever sits at.#1.
And of course in our niche, #1 is rarely an individual B&B but is one of the big directories..