[dragonwriter]

> they're just selling the fact that developers know it and like it.

The less-overt (and perhaps more important) message from that billboard is to developers that they should know it.

[tptacek]

Thinking about what it was like selling ideas (or, more accurately, failing to sell ideas) in meetings on a marketing team, all I can say is:

Whoever came up with that billboard is awesome at their job.