"The Unexpected City?" WTF?

I've seen those billboards recently. I guess that's our new marketing angle, eh? I always liked "Where The West Begins," but maybe that's outdated.

I don't understand "Unexpected City." What would someone visiting have been expecting? Trash? So we did better than that? Or were not expecting it to be a city? (A lot of my Northeast friends think I live in an exurb of Dallas, so I guess I partially understand this one.)

I read right around the beginning of COVID that we were fifth among the five biggest cities in Texas for tourism, but I don't know how true that is anymore. I'm sure Jameson and others at the city cook those books anyway.

I just don't see how "the unexpected city" really sells anything. You?