Ok, customer to management, I understand that ads plastered all over a double decker monster machine is very eye catching. Of course it is. Why would I see the boring nail biting crazy traffic on the Sheikh Zayed 'death zone', when I can marvel at the beautiful morale of the Burj Khaleefa on the RTA designer(limited edition) bus next to me in the next lane! Death is a reality. I guess it's ok not to stress too much about road safety.