Should I look directly into the light of my goLITE BLU?
You are not supposed to look directly at the light of your Philips goLITE BLU. It needs to be set in your peripheral vision, with the light washing your face.
Light should get to your eyes
The important part is that the light gets to your eyes. You need to be in a position that your face is within the beam of light coming from your light box, but it is not necessary (or recommended) that you stare directly at the light box.