Plan B?

Has anyone heard about this? It is called 'Plan B.' It sounds JUST like a morning-after pill, but it claims to be non-abortive...but then never backs up that claim with facts. Just, 'Trust us. We don't kill babies.' Maybe I just haven't researched enough. Maybe I'm a married woman who is very vocal about being anti-abortion, so maybe people just haven't talked about this around me. Is this new? Have you heard of this before? How can something 'prevent pregnancy' after sex without being abortive? I mean, I'm not an idiot - there is a certain amount of time between ejaculation and conception...but this website claims there are a few DAYS between sex and pregnancy.

Are they just defining pregnancy as something different? Refusing responsibility, like the whole 'That's above my pay grade' thing? 'Perhaps pregnancy begins a few days after conception - it isn't really a baby when the egg and sperm unite. At that point, it's just a cluster of cells, so our pill isn't abortive.'

Are the makers of this pill preying on women who are so terrified from making the decision to have unprotected sex, women who maybe have previously been against the idea abortion, that they're hoping by saying 'We don't kill babies...we just protect you from pregnancy up to a few days after unprotected sex!' that those women will turn off reason and blindly accept their pill (horrible run on sentence; I apologize)?

Maybe I'm just an old fuddy-duddy conservative who idiotically relies on old concepts to define her beliefs, but I'm pretty sure that ANY 'emergency contraceptive' is abortive. Am I missing something? Please tell me if I am. But please support your comment with facts (I always appreciate links to studies or reputable websites).