Scott Amron has invented these coffee cup selves that swell to insulate when the cup is filled with hot liquids. They have the neat feature of being reflexive to things like the temperature differential of logos. So you get a vague bloated version of your logo to show off to your customers.
These are pretty cool, but it does seem that these are for one time use and is something that has to be "pre installed" on cups. Amron declares that they are recyclable, so it has that going for it.