SMU billboards

I would really like to know who thought it was good idea to have a billboard for SMU saying "We don't tailgate, we boulevard." We already have the reputation of being little, rich, snobby kids, why would we promote it more? Do we really think we are above tailgating and why would all of i75 knowing be a good thing? I really surprised that the football department, or the board of directors or whoever, ended up approving that. I'm just hoping they weren't from Temerlin...