Lucy - Huh?

Here's a sign for the Coming Soon business, Lucy, in Pentagon Row. Is it a spa? We have 2 of those already. Health club? Got one of those too.

I just have to know - how is this advertising useful? Sure, it got me to blog about them, but couldn't they do better than that? Like make me want what they are selling?

I guess it's about the buzz factor. But how useful is just raw, direction-less, buzz?

--Ben