Bad English at a bookstore

I went to the Barnes & Noble bookstore by the Kahala Mall today, and saw this sign:

"Leverae"? Aw, c'mon people! Pay attention!

For something like this to happen, there'd have to be a number of people not caring about the quality of their work -- the printers, the advertising specialists, the clerks who put up the sign, and the managers who never look at the front of their store. It's one thing to find typographical mistakes in small stores in foreign countries; it's another thing entirely to see it in big stores in the U.S. Is their English that bad, or do they just not care?

In a way, it doesn't surprise me all that much, but how many people do you suppose noticed the mistake but didn't feel it was "their job" to do anything?

Stuff like this irritates the heck out of me.