In such a high-profile campaign, yard signs aren't for awareness or even for persuasion. Both contestants in this election already hold statewide office so name recognition isn't the issue. It's all about social proof. If your neighbors support that candidate -- if the people you admire smoke that brand -- it must be okay. Why a PAC spends money on yard signs ... a puzzle. But they have to be markedly different in design lest they be accused of "coordination."