Thanks for posting this one! That's another slogan we can use on our billboards: YOU ONLY SEE WHAT YOU EXPECT TO SEE.
The brain is a funny thing. Eyeballs aren't enough. Your brain has to be looking in the right way. How many times have you looked at something and not even seen it? I still notice buildings on my way to work that I never realized were there, just because I'm usually hypnotized when I'm driving; drinking my coffee, listening to the news show on the radio. My eyes see fine - it's my brain that isn't looking.