Digital displays are a ubiquitous feature of our public spaces - both ever present, and "always on". In this paper we use a combination of literature survey, experimental work, and stakeholder interviews to consider if maximising the amount of time such displays are powered on is truly advantageous. We challenge existing practice by considering arguments from the perspectives of multiple stakeholders (viewers, passers-by, content creators and signage owners), and identify multiple facets for consideration including levels of attention, cognitive load, impact on social interactions, energy and financial costs, advertising revenue, perceptions of failure and the pressures of creating valuable content.