Awesome!

There was a store in an underground shopping concourse at a Philadelphia train station that changed hands. The incoming store plastered its walls (which were almost entirely glass) with huge posters listing the many kinds of cheeses they would have (not actual names, just "Danish cheeses!" " Goat-milk cheeses!" etc) weeks before they opened, so you could peek past the posters into the store and see row after row of completely empty shelves...