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times square scam

(Click to enlarge)

Times Square in New York City used to be known as the headquarters of vice and con men. A few days ago, I took the above picture on 42nd Street, capturing a very interesting scam. Can you guess what it is? It will probably help to enlarge the photo.

If you think you know, post the answer in the comments section (however, if you already knew before seeing this, please don’t spoil it for others). If there are no answers by Friday, I’ll post the answer myself in the comments section.