"A strange peculiarity of the shop was that it bore no signboard.

Once it had had a large signboard which a memorable gale had blown into the Square.  Mr Baines had decided not to replace it.  He had always objected to what he called puffing, and for this reason would never hear of such a thing as a Clearance Sale.  The hatred of puffing grew on him until he came to regard even a sign as puffing.  Uninformed persons who wished to find Baines's must ask and learn.  For Mr Baines, to have replaced the sign would have been to condone, yea, to participate in, the modern craze for unscrupulous self-advertisement."
 
- Arnold Bennett, The Old Wives' Tale.

Mr Baines is a man to admire!