It's interesting that the NY Times chose to do a story about how 2 bachelors are offended about living in an apartment behind the Pepsi sign in LIC (you mean you didn't notice it before you signed on the dotted line?) but neglected to do a story about how the people who live in the shadow of the shiny new towers feel:
A Bachelor Pad With a View: A Giant Bottle Cap
QC supposes that when the Times wants to highlight a massive new development, they start a "journal" about the neighborhood so the developer will take out ads in their paper.
Photo from NY Times