You're cruising down I-15 and there's another one — a billboard with a photo of a pencil-necked guy offering a clever, inspirational message like:

Ghandi. An ogre achiever.

Or something like that.

There's two kinds of people in the world. The first chuckles at the play on words, then gets misty eyed at the sentiment.

The second group, to which I belong, feels the hair rising on the back of their necks.

Cynical, hell yeah. I see the messages of courage and rising above diversity and my cult/scam alarm starts screaming. I immediately check to see if my watch is still on my wrist.

I'm not alone, other cynics have been digging into the signs produced by the Foundation for a Better Life, "a non-profit organization dedicated to sharing the values that make a difference in our communities. We create public service campaigns that model the benefits of a life lived by positive values. In turn, we hope to inspire people to make values a part of their own lives, and then to communicate the benefits to others."

But who's behind it? Other bloggers, like Lindsay Beyerstein, have dug deeper, beyond the fun fact that the FBL is funded by “a family that wishes to remain anonymous." The trail leads to oil and communications magnate Philip Frederick Anschutz. He's an evangelical Christian and funder of anti-gay rights campaigns. Fortune magazine named Anschutz America’s greediest executive. The BBC called him "one of the hungriest of U.S. corporate vultures."

That inspires me, how about you? Here's the best part, Anshutz talked corporate members of the Outdoor Advertising Association of America into contributing about $10 billion worth of the cost of the FBL billboard campaign.

The FBL campaign has been compared to the equally slick branding campaign run by the Mormons, you know, those wonderful folks who actually love their children.

The big difference is, the LDS Church isn't afraid to put its name on its propaganda and we know what they want. What does FBL want?