arm tattoo

Help me out here — I'm trying to understand the significance of this tattoo. Is it just another post-modern pop culture reference placed out of its familiar context? Is it similar to getting a religious or political tattoo, such as a crucifix or anarchist symbol, to declare allegiance? Is it similar to getting a bar code tattoo, making a statement about the disenfranchisement and captivity of man in a highly organized society? Or, is this simply an example of guerilla marketing?

What's red, and orange, and awful all over? Your shoulder.