These folks seem to be trying to keep up with Mitsubishi across the street, or Honda pictured in the background. Forget it. But, notice how the top floodlight is aimed almost horizontally. This is found repeated all over Raleigh. Lots of glare to hurt the eyes too.
Note also: You cannot read the message in black lettering across the bottom of the sign. Imagine how much more effective this sign would be with a black background and white lettering for the message along the bottom. More light is not better. It actually destroys visibility.