Screens instead of bathroom mirrors

Wondering what do bathroom mirrors have to do with screens or with digital signage? So did we until we had a look at this video. With the new pay-per-look idea it might become a choice of many brands that lend themselves to that (we assume beauty brands would be the first). It’s a new way to make sure people will see an ad while displayed: have it run on a bathroom mirror (actually a screen behind a partially reflective mirror). Nonetheless it doesn’t seem to work exactly as expected. As the image shrinks when people get close to it few persons seem to pay much attention to the content… Good idea but improvements are expected.