Aristotle noticed it watching a river: after staring at flowing water, the rocks on the bank seemed to slide upstream. The same effect works with rotating spirals, drifting gratings, falling snow, or any sustained directional motion.
The moving spiral below will adapt your motion detectors. When it stops, the static image will appear to move in the opposite direction — not because anything is moving, but because the sensors that report stillness have been recalibrated by the preceding motion.
Knowing this does not prevent it.
See also: McCollough effect (color adaptation tied to orientation), graveyard spiral (vestibular adaptation with lethal consequences), entry-578: The Smaller Radius (Mach's question about whether sensation is primary).