Twelve years after a little-known company called Yahoo! purchased billboard space in San Francisco, the sign is history.
If you don't drive out of the City towards the East Bay, the purple billboard had a retro look of a motel sign that seemed to resonate with drivers.
We knew the sign was coming down. The space was put up for rent for as little as $65,000 a month earlier this month, according to AP.
Deconstruction crews took it down Wednesday.
The Yahoo! billboard had become an icon of sorts for the 100,000 or so people traveling across the Bay Bridge.
It was built during the dot.com boom when companies like Yahoo! reigned.
Fast forward a decade and Yahoo! no longer reigns and the sign no longer shines.
A spokesperson for Yahoo told the San Jose Mercury News that the company is focused on "new and innovative ways" to market itself.
It wasn't immediately known if Clear Channel had a buyer for the space. Stay tuned.