I found this photo on google: Firstly, it reminded me of some sci-fi movie, where the aliens eyes are glowing... but after I switched from geek mode to scientist mode (I know, there really isn't a HUGE difference with me), I realized that this wasn't completely reflection from the flash, the light produced was partially from photophores. How cool is that!?! (The answer, is "pretty cool"). To add to the coolness, check out the coloration variations between the squid in this picture! I know what your thinking now... and yes, it is pretty cool!