For those of us who have driven through Death Valley or other desolate deserts, we know that signs are important.
Signs of how much gasoline we have left, how far it is to the gas station, and the like.
We also know that the billboards are not the ones to watch when things go critical.
There are countless cases of people missing the signs and dying in the desert.
And cases of people freezing to death with people all around them.
There are cases of entire huge empires freezing to death before the world's eyes.
All of these are cases of either missing the signs, ignoring them, or of not being able to separate the billboards from the signs due to delusions of various and sundry sorts.