WOW. Talk about a showstopper of a sign! I bet whoever chose the words on the sign in black would never use the term “dumb it down” to explain their word selection.
Well done Mountain Equipment Co-op! You clearly wanted us to think before we toss and so you simplified your words and presentation brilliantly to achieve this. Bravo! Makes me think of the famous Einstein quote “The definition of genius is taking the complex and making it simple.”