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It was on both sides of the sign, too.  This dude was hardcore.
UPDATE: Thanks to all of you who have hammered me via kosmail and in the comments for my use of the word "moranically". It is a perversion of the word "moronically" vis a vis this now-viral and legendary photo from forever ago:
It actually has its own meme site and if you Google "get a brain morans", you'll get over 60,000 hits.
On a somewhat related note, the dude in the picture once considered suing "that photographer and a bunch of internet people". Heh. I'm now frightened since I am an unabashed "internet person".