Ads in your area don't specifically mean they are for you, its just to create awareness and spread the word. Areas with high footfall like a market is perfect for this. Plus I bet they aren't paying too much, if any at all, to hang that thing there. Spectra is also doing big time ads on FM radio as well. When a person calls in they will then discover that they are served or not. But atleast they have called in seeing the ad. They had started putting in flyers in the newspapers delivered to us almost a whole year before they even got here.
The cable tunneling machines are a must these days, can't afford to dig up the whole length of the street in residential areas and invite the wrath of the residents.