Coke used to run "spetcaculars" like that San Francisco sign in just about every good-sized city, but they've been shutting them down one by one for years now. Maintenance and energy costs are a big part of that, but I think the main reason is the same reason they stopped using painted wall signs -- people just don't notice the Coca-Cola logo, on its own, anymore. Make a deliberate effort sometime to count the number of times you see it each day and see how many of those sightings you would have noticed if you hadn't been deliberately trying to notice them. Coke's Boys ran an experiment along those lines and were surprised by the results. That sign, by the way, makes an appearance in the best post-apocalyptic novel ever written, George Stewart's "Earth Abides," when it's one of the last functioning remnants of pre-global-pandemic civilization.