When men pee, they really, really want to pee ON something. To keep men from spraying pee (a.k.a. "human spillage") toilet experts have been putting targets (of things like flies) on urinals for a while now.
But the new twist is the "thermal urinal fly." The idea is that as a man pees at the fly sticker, the heat of the urine causes the image of the fly to disappear. Like this!