The University of South Dakota is taking ownership of its new billboard ... and the typo on it.
The sign quotes a Forbes Magazine story that called the school the best in the Dakotas – but added an unneeded apostrophe at the end.
It's gotten a lot of attention on social media.
The university had some fun with the mistake in its reply, and says a new billboard will be up soon:
Here are some tweets from others who spotted the typo: