It's the Vision Golf Ball, a line of dimpled pills that absorb UV rays from the sun, making them brighter and therefore easier to see. That means you can more accurately follow the ball's flight and, heaven forbid, perhaps find it a little more readily in the tall fescue. In fact, it even glows in the dark so you can squeeze in those last few holes after the sun goes down with less fear (at least of losing your ball).
The company also claims that the hi-tech, soft cover material on this ball is extremely slick, thereby creating less drag in flight and greater overall distance. Good thing it's easier to find!
The company says they will be USGA-conforming, but I haven't seen the latest list so I can't attest to that. Vision Golf was founded eight years ago by the well known Australian father and son pairing of Bill and Wayne Bosley, who have 80+ years of combined International golf industry work experience plus extensive international top-level amateur play.
The balls and other Vision products are distributed in the US by Eat Sleep Golf. If you'd like to try them out (and help fund their US expansion), go to www.indiegogo.com/projects/vision-golf-balls.
Among many other books, Dave Donelson is the author of Weird Golf: 18 tales of fantastic, horrific, scientifically impossible, and morally reprehensible golf