I guess I'm the only one in the "I like it category." lol. yeah, it's bright, but it also matches city walk. They want a bright, flashy, colorful, and vibrant feel to the place and this does just that. It was dark on that end. Too me, its no worse than the Coke station or that bright marquee on Hard Rock. When they are showing a bright video on that....its BLINDING from all angels; but when they are showing normal videos, it's cool. I'm going to give them the benefit of the doubt. That screen is NOT cheap. Just go to InfoComm next year and see what I mean. I doubt they jumped on that bandwagon without first thinking about the lumens of the screen that size. Still, i respect the opinions of those who may think it's too much.