MLZ said it first.

 

Didn't the mighty led zeplin say it first? "I can't quit you..." But I didn't pay much attention to this sign until the wife pointed out that it was in reference to Brokeback Mountain. Then I thought it was funny.

I can't say that I saw the movie but I did read the short story. I guess it says something though about how one movie can affect the culture of the american ethos...

Unfortunately it's probably not what the author was intending. Instead of facing the real prejudices in our culture we rather focus on the legacy of the movie's impact on cowboys past and present.

But I must admit once i got the reference it was funny as all heck.