Crossing the line to obnoxious

I never realized it or thought about it much but what brings a building across the line from just a building to an obnoxious building is a giant banner with a name on it. It's like a guy who names his biceps.

That's my building, the sliver of gray next door. I have a million shots of this one going up and make no mistake it was already pretty obnoxious in its size and the pain the ass the construction has been. But I just thought of it as par-for-the-course construction. But as "90G" I can't help but see it as a gross yuppie magnet.