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Well, I doubt people call this guy up and say, "I would like a sign that says, [insert 30.06 exact wording here]. I'd like it in blue and helvetica font." I think instead people either hear that this guy makes 30.06 signs, or they call up and ask for a 30.06 sign. Since he knows what is required for a 30.06 sign, delivering something that is non-compliant is at the least, dishonest. If he asks what size they want and they request something too small I think depending on exactly how the transaction goes, he is also at significant risk of being sued if something ever goes down at one of these places with a non-compliant sign that he provided.

And yes, I'll walk past a clearly non-compliant (e.g. ghost-busters) sign. Is that inconsistent? It doesn't seem so to me, but you may judge for yourself. I did measure up a sign recently and later found it was slightly under size (~7/8" letters) but I didn't carry there. It was also on city-owned property. Would I in the future? Maybe. Who's kicking in for my legal defense? Buehler?