Washroom advertising - are they taking the piss?

You drive 250 miles up the motorway. It has been raining all day. It's dark and cold. You stop at the service station and head for the loos. You know where the Men's room is because of the smell of amonia hanging in the air. You take a deep breath, push past the great unwashed (hands) of British manhood. You take your life in your hands (so to speak) and with a sigh of relief let nature take its course. That's when the message on the wall in front of you comes stumbling into your consciousness. "Need to borrow a 4x4?" While I'm having a piss? Are the retarded or something? Come on lads, where's the relevance? Whoever convinced you that your brand and sales objectives work best in a urine soaked atmosphere is clearly taking the piss. Come back to me with the sales figures and prove me wrong or get a decent media buyer to work for you.