It was Naomi Klein's influential book 'No Logo', in particular the part about Ron English changing billboards with paint alterations, that first caught Dr. D's (doctored subverted) attention. He thought 'I could do something similar' and then went about cutting the letters 'S' and 'U' from one billboard and placing it on another, so that a billboard that read 'Suddenly Everything Clicks' was subverted to 'Suddenly Everything Sucks'.

From there, he went about subverted more and more billboards: some are anagrams of the available letters, some are 'just stupid' (his words), some are trying to draw your attention to an issue, but all have the aim of amusing and being at least less mind numbing than being constantly sold crap that you didn't want or need.