One of those questions that often enters my brain as I am sitting in traffic has finally been answered: just how much does it cost to rent a billboard on 101 in Silicon Valley? Apparently ten times more than it did five years ago. Prime spots are going for $100,000 a month, according to an article in the Mercury News. And if you want one, you’d better plan ahead. There’s a waiting list. Or perhaps you’d prefer a sign on a barge floating in the bay by the Stick (yes, I know it’s actually called 3Com Park; what an expensive billboard that was!). Those open at $35,000 for two weeks. Nice to know that my eyeballs have such expensive taste.