No he wanted to express his true feelings, however, he didn't want to hurt business. Well his true feelings have been exposed and now his nightmare will begin. 8>)
Most people would express their feelings anonymously by hitting a punching bag. I don't get going to all the effort to paint your roof with a sign you don't want seen. To me, that's mental illness. Get in a car, drive around screaming your head off. Or punch the walls in your house. But advertising it is advertising it. You can't have it both ways.