"The goal was to really have us understand how this drug would work in a population of U.S. men, " says Allen Seftel, an associate professor of clinical urology at Case-Western Reserve University.

FORBES: Viagra's Competition Heats Up

"People think it is a highly refined procedure, " says Peter Scardino, chairman of urology at Memorial Sloan-Kettering Cancer Center.

FORBES: Men, Cancer & Hope

So the Journal negotiated with the Centers for Medicare and Medicaid Services to obtain access to 100% of claims filed by certain self-referral urology groups.

WSJ: How The Wall Street Journal Crunched the Medicare Numbers

His original suit claimed TAP had paid doctors 2% kickbacks, but only one customer got the fees and they were legit: Tri-State Urology, a buying group, had a legal safe harbor to receive the fees.

FORBES: Magazine Article

We guarantee nurses around the globe will be petitioning their urology departments to pick one up -- traditionally these measurements involve a funnel, a container and a scale.

ENGADGET: Alt-week 8.4.12: buckyballs, bosons and bodily fluids Alt