Up on the sides of older buildings throughout The City you'll find the ghostly remnants of the advertising campaigns of long ago. Some are pretty obvious in their meaning and intent, others... not so much. I came across this example. It probably made sense to San Franciscans a century ago. MJB was (and still is) a coffee, but "WHY?" indeed. Reminds me of the legendary "17 Reasons Why" sign on top of Thrift Town at 17th and Mission. Were there a lot of existentialists in ol' San Francisco?