JM: Is Steve more famous than he already was?
JL: "Yes. Steve is more famous than he already was. Steve is this awesome Buddah Jones employee. He's been with us for at least seven years, maybe eight now. He's just this fabulous presence. If there's anyone who can make fun of himself or let people in on a joke, he's the guy. His Mom was visiting, and he didn't tell her about the billboard, and they were driving down Highland, and he just said, 'What is that??' It made for a fun head-scratcher for the family."
JM: Was part of the inspiration Angelyne, or The Room, and the billboard culture of LA?
JL: "The Angelyne thing is very LA and very awesome, but it's so self-indulgent in a way. I guess this is, in a whole different way. It's not self-indulgent, it's self-promotional, and we wanted to do the opposite thing. We could have put up a billboard that said "Buddah Jones. We do advertising. Call us at this number!" But instead, we did the opposite: "What the hell is this? And who are these people?"