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Street Campaign Cost/Benefit Analysis: Bargain!

In a decision reminiscent of IBM's slapped wrists in 2001, San Francisco has fined NBC $103,000 for advertising a television show by spray painting on sidewalks. Hurray for regulation, but why so little? The fine should cost NBC more than putting their message out via traditional, legal advertising methods. I can't imagine NBC didn't calculate for this situation. From their side, isn't $103,000 for a urban marketing campaign a bargain, even if it is paid in the form of fines?