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upping the stakes

this sign struck me as a bit odd. it’s advertising to thieves that they can pick up ‘free’ sat navs (whereas they aren’t actually free, they are just stolen).
meanwhile they recommend owner (singular) does one of two things or lose it.
this is a sign egging on both sides of the battle for a more interesting fight.
https://www.funkypancake.com/blog/stuff3/2006/08/DSC00918-thumb.jpg