There's a Lesson Afoot

With the great freeze that's taken over the city, there's a lot of hunkering down while walking. 

Smart move by Muffin Milk to see a billboard op all over Soho sidewalks

Stupid move that when you go to their e-commerce website, http://muffinmilk.com, you can't buy anything. I thought the lesson was make dat money? 

Is this a case of total hipster irony or blatant drop of the proverbial ball? This will give me something to think about on my walk to work today instead of "damn my ears are cold"