He could have been functionally illiterate, couldn't read the sign, but then, he likely just did not care.
His cigarette doesen't look lit. It might just be his camera humor getting the best of him. After this generous comment of mine, I don't feel that I have to be nice anymore today
It makes me want to go up to that clown and light his cigarette for him. There's nothing more stupid-looking than people purposely having pictures taken of themselves with unlit cigarettes hanging from their donut holes