Has anyone noticed the odd placement of some Dl ads. In the lower level of Grand Central Station where the #7 train departs, there are several large DL ads lining the walls. Why? People traveling on the NYC subways as a target market?

What do people think about the "keep climbing" marketing theme? It does not seem that memorable to me. It is almost as though they want a theme that is unexciting and noncontroversial.