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What can webmaster's learn from the "Life's short. Get a divorce" billboard ad?

I usually stick to online advertising, but this offline ad was so successful that maybe we webmasters can learn a little something from it:

According to the AP, since it went up last week, attorneys Corri Fetman and Kelly Garland said calls to their law firm have gone up dramatically.

What makes it even more successful is that it caused such a controversy (some people didn't like it) that it's now a national news item. How's that for publicity? It just goes to show you that you don't want to try appealing to everyone. Be willing to piss some people off.