Certainly it's easier to sell. Urine contains a number of different hormones. Fertility drugs contain estrogens from human urine that stimulate ovulation in women and sperm production in men. Maybe the Zimbabwean tribe that drinks baboon urine in beer as an aphrodisiac has reason to do so. If you're taking Premarin, it's prepared from mares' urine and other natural sources, including human.
Several references recommend drinking urine for sleeplessness.
And it's a well-known fact now that melatonin is a natural hormone that helps regulate sleep. Melatonin is present in significant amounts in the urine, especially morning urine. And not only melatonin is present. There is a compound known as muramyl dipeptide. Simply put, it mirrors the action of seratonin, another well-known calming hormone.