Why am I pissing on Gene Simmons's face?

I've heard about this new marketing technique of advertising on urinal cakes, but I had never seen it before last night. Gene Simmons Family Jewels was advertised on one at a bar I stopped in to eat, drink, and, well, use the bathroom. The thing seemed to be encased in plastic, which means that unlike a urinal cake it doesn't dissolve; someone is going to have to put their hand in there at some point and take it out...Gross.