Jiffy Cleaners Defaces Itself

It's been a bad summer for New York signage. Jiffy Cleaners in Ridgewood, Queens, is the latest old business to trade in a unique, charming piece of original signage (above) for a new, normal, boring and utterly anonymous plastic awning (below). How is it that business owners don't realize the distinction afforded them by great old signs? Not everyone has one, you know. Do they really think a new, but ordinary, awning (which will look dirty and old in six months time) will bring them more business? Are there studies that prove this?

Jiffy's been around for nearly 50 years, FYI.