Here's the back scratcher, made by the same people who do the self-service milking machine:

https://www.youtube.com/watch?v=P9paVtU4NmQ

I remember seeing DeLaval say that the back scratcher is their most popular product --- among both humans and cows!

Their corporate website looks a bit threadbare (last update 2015), but their Youtube channel has recent videos; I hope they're doing all right, but their products look amazingly cool.