"DIRE"? As in "dire straits" or "dire condition"? And at a major downtown junction, at that? Come ON, how on earth could absolutely no one at such a prominent company have had enough of a vocabulary to have noticed, especially given the real estate bust we're in? They've used it in their website's url, for crying out loud! I find it hard to believe that there is not a single competent native or educated English speaker at that organization. And it's not like it is a particularly uncommon word. When I saw that, I was immediately, like, yeeshkababs!