Ending Drunk Driving a Piece of Cake?

I can appreciate the lengths to which some people will go in dealing with the problem of drinking and driving, but this is a little bizarre:

Talking Urinal Cakes Offer Drinking and Driving Advice

SANTA FE - New Mexico has taken its fight against drunken driving to men's restrooms around the state.

The state has ordered 500 talking urinal cakes that will deliver a recorded anti-DWI message to bar and restaurant patrons who make one last pit stop before getting behind the wheel.

The top of the devices feature the state DWI slogan - "You drink, you drive, you lose."

Talking urinal cake? Sounds like a new South Park character.

Frankly, I find this is a little disturbing. Does the phrase "Go in peace" mean anything anymore?