Seems the towns along Rte. 3 north of 128 are trying to come up with a branding campaign to make their towns more attractive to business - something along the lines of "Rte. 128," only they can't actually name the road because they wouldn't want people to think they have anything to do with those trashy towns along Rte. 3 on the South Shore and all:

... Most people involved in the branding process believe traditional advertising will play a small role in spreading the campaign's message. Instead the campaign may use professional channels ranging from traditional trade shows to online videos and blogs. ...

Ed. snark note: Like I should talk. I used to sit near the reporter who came up with "MetroWest" as a replacement for "Greater Framingham."

Tim takes a photo of a guy driving an SUV with one foot out the window. On Rte. 3.