on being snarky, I'll explain this one more time. The point is, in my opinion, I would NOT use the dollars is this manner. If I bought those billboards for a client, it would be because I believed they were reasonably price for the sales objective of that client. I am paid well for the decisions I make - this just wouldn't be one of them if MSU was my client. It's more of what we call a "vanity" buy. That is, it makes the client feel all warm & fuzzy but doesn't do much to accomplish goals. Again, my opinion. I am not trying to say you have to agree.