The big picture here is the concept. The concept here is the Media Square Building.
The small detail is exterior signage of Metropolis (TLS) which as far as I can tell will be an evolving building. It won't stay static, as previous members have stated when the concept proves economically viable the general appearance of the display advertising will improve, not only on Metropolis but on all the surrounding buildings with billboard advertising.
To be honest I don't know who is really suffering because there is a 1 or 2 foot gap between the Sharp sign and the Future Shop sign.