The sign may not look that large in this photo, but did you notice the huge advert for the iPhone 4 against the side of the building on the left? That poster looks absolutely huge when viewed from your car on Eastern Boulevard. Because it's located next to a part of the road where lanes merge and traffic is accelerating out of the city, I find it dangerously distracting - especially if the advert is particularly eye-catching.
I've actually erected a mental block, forcing myself not look at the sign when traveling along that stretch of road!