Because the indentions represent a much smaller area but still allow for lots of effects that run the entire height of the building. Also, I'm told there will be a ton of lighting in the crown, which will be the most visible part. The cost is all about lineal feet of LED.
Remember there are indentions on three sides so from most angles you will be able to see two of them plus the crown.
As cool as it would be to have the capability for the whole building -- and this is what I was really hoping for -- at some point Devon has to be responsible to their shareholders and employees and not go completely over the top.
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