Outdoor Retailer 2008: result of yesterday's Energy Solutions Arena uprising

We ESA exhibitors passed around a petition yesterday asking Nielsen Business Media to post more signage leading buyers from the back exit of the main show floor...

...across this street and around these, umm, buyer barriers...

...into the ESA, through the concourse, and down the stairs to the arena floor. The signage today is much improved. Except for the print job on this one below. What's wrong with this picture?