Stay with us, here. If this store has false advertising, then their advertisement about being false must, by definition, also be false. That means that their statement of free beer must now be true! (My head hurts.)
This sign's a win-win. Not only will they get a huge influx of Internet-savvy patrons, but they should also expect a rush of regular people insisting on an explanation on what that string of random letters could possibly mean.
Fun game: Go to this store, pull items off the shelves, and repeatedly ask the employee working there if they have what you're holding in stock. The joke will only get funnier and funnier as you keep going.
Don't you hate it when you think you're putting on a sensible blouse but instead you mistakenly put on a wedding dress, drive to the chapel, and marry a guy you're not in love with? We've all been there, am I right?
There's actually an additional sign that says, "Hmm, now that we think about it, calling our store the '99 Cents Plaza' is not very accurate. It's pretty arbitrary, when you think about it. But that's our name. What are you gonna do?"