Enough with the Plywood Already

I was rummaging through some old photos and came across this one that I took while in San Francisco (click to enbiggen). There are several things to enjoy here. First, the picture doesn't provide much in the way of scale; that banner is approximately 4 feet by 25 feet. Second, who would spend that kind of money on such an enigmatic sign? Finally, I can see concrete, planks, and aluminum studs but I really don't see much in the way of plywood here.