We just got back from a trip across the US - from the wild wooly west across and into the blizzardy midwest... We ran into blizzards both ways - but it made for memories and made us appreciate our calmer weather here in MT. But anyways, if you have never traveled across SD on I90, then you may have no idea what I am talking about but I am guessing we are not the only folks on here that have the Wall Drug scenario on I90 across SD. What struck me this time was what happened to us as a family as we drove across that stretch of road... at first it was sort of comical. About every 5-10 miles we would see another Wall Drug sign advertising some aspect or other of this World Famous Wall Drug... then it was like, "What?! Another Wall Drug sign - what do these people think they are doing - we KNOW by now that somewhere there is a Wall Drug" - whatever that may be... As we got closer to the other side of SD, and we were counting the signs by the way - the Wall Drug signs increased to the point that by the time we got the Wall Drug exit, we ALL had to be counting - they were on every hill and curve and crevice... the excitement was building and although my husband and I had been to WD about twenty years ago, and had NO intention of stoing this time - we thought, what the heck, we could swing by again for the kids sake and when we asked if maybe we should go see what all the buzz was about, there was a unanimous shout of - "Yeah!" So we drove through this small, sleepy, unassuming town till we found it. You had to turn here and there and we actually thought for awhile we weren't going to find it! But we did and not much was going on as it isn't 'tourist season' there yet... but the kids got to see what all the commotion and anticipation was about, and they were amazed to discover that it was only a regular looking mall full of all kinds of stores that we see scattered throughout the NW... The moral of the story? Marketing.... Its what keeps those stores going even in that sleepy little town - someone found a way to draw traffic off that busy interstate into their little town and profit from them. Not so different from internet marketing when you stop and think of it. Had there been only a few small signs scattered along I90 - we probably would not have stopped - but after over a hundred of them... our curiousity got the best of us and we were almost compelled to stop. Happy marketing - you can't get too many signs out there - keep writing and building.... your sign-posts will last along the internet highway for many moons.