You'll Never, EVER Finish... But Do Make It a Ritual

A somber billboard for PageOne (arguably the best english-language bookstore in HK). Read every day - Even if you read books every day, you'll still never finish reading all the books in the world - but do make it a ritual. What's the point here exactly? Of course you'd never finish all the books in the world; this sounds more like don't bother, or what the hell, stave off the inevitable. I could understand a do not go gently into that good night inspirational tone, or even so read what you love vibe, but this makes it all sound rather overwhelming and pointless, like do brush your teeth, even though they'll all decay and rot out of your head regardless...



It reminds me of those death countdown clocks that used to pop up in airline catalogues, usually in 'the sharper image' or similar executive toy section. They would digitally display your statistical time of death as a 'reminder' to get things done. Or to not bother...