No L in our POOl

Michael A. from Newtown, MA inquires:

It's perplexing enough why someone would want to pull off the road in Newtown, Massachusetts, and pick up some "POOl WATER." But actively choosing a lowercase l out of a box of letters is a whole different ballgame from simply writing one. Why, oh, why, pool water purveyor? That takes the kind of singlemindedness and sense of purpose that our nation so sorely lacks today.

I'm wondering if that red sequence of numbers is the phone number, or the number of people who have stopped by to ask, "Why the f**k are you selling POOl WATER?"