There are a lot of reasons why something could get picked up, and sustainability is very low on the list. The manufacturers don't care; they get paid the same regardless of the amount of splashback. Most businesses won't care unless it significantly reduces maintenance overhead, and that's only going to happen if splashed urine is the determining factor in how frequently a bathroom gets cleaned. (As opposed to paper towels littering the floor, supplies running out, or the various disgusting things that happen in stalls.) Even if it were the determining factor, there would likely be pushback when people realize that better urinals lead to less frequent cleanings, and I wouldn't want to be the one having to justify the switch to people. And of course, if you already have a urinal, nobody's eager to buy a new one, and nobody's eager to discuss this particular topic.

The way I would see this happening is if users insist on it. And we likely won't until we experience one of these in real life, which makes it a chicken and egg problem.

There's also the argument that splash mats are a cheaper and even superior approach. That argument is unconvincing to me, because the ones I have experienced have been mostly ineffective, but it sounds like others' experience has been better. Maybe here in the US we just don't have very good ones? As a country, we've always been pretty bad at anything that seems gross. (Not that it's all that different in the rest of the West.) We have this naive faith in the ability of dry toilet paper to clean that which it can not, and disgust at alternative approaches that actually work. But that's a different topic. (Specifically, solids not liquids!)