As with most programming things, as an outsider it makes absolutely no sense. If I saw this on a billboard by the highway, I'd think "Oh gosh, a creepy truck stop with morally questionable vending machines and the scent of chili dogs and pine sol. I'm not going in there."
As a designer who has focused on brand development for the last near decade, I find it disappointing. However, it is making people talk.
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