The major premise was that with digital signs (plasma screens and computers), you could create relevant, topical, localized, fresh advertising and content, and capture people's attention. Some early tests done by the company showed that with the proper design, placement, and content; people did notice.
But even the coolest technology can be screwed up, given enough incompetance.
While waiting in line for the bus, I noticed this sign inside, tucked away in a dead-end corner where no one would be walking past it, flashing this very important message:
|The white zone is for dropping off passengers only. No parking|