Why change the sign?

I'm in this city on business. I spy a previous (now closed and vacant) location of a fast food joint (can you guess which one based on the photo?). The sign has been somewhat modified to obscure the original logo. Yeah that worked real well, hey? So I'm thinkin' - whoever buys this piece of real estate should just open a place and call it [deep voice bellows] "The Big Black Dot" [deep voice no longer bellowing]