TLDR Local clothing shop called *Rouse & Revolt * buys billboard space/time, puts up a leftist call to arms style anti-Trump ad. Billboard owner removes because not everyone knows that *Rouse & Revolt* happens to be the name of some clothing shop (these little operations bloom and perish frequently in downtown Chico). Big laugh is that owner of shop has nerve to talk about this as a sacrifice that might HURT biz in lefty California lefty college-town. #fish