Out of curiosity, does anybody have any screenshots or something, just to get a feel of what this is like? I don't have a license, and don't want to buy one either.
Short answer: I didn't. The sleeping dog is an Adium icon, ask them how it works. I assume that the other icon is the "Fr" icon. That's Flush.app that flushes Flash cookies. The icons just looks like that, it never changes. Sorry to disappoint.
But based on Adium, I assume that Mac OS X somehow allows you to change icons when the application starts. I would assume that it's something that the application need to handle.