Virginia Debates How to Make Mapquest Recognize Its 'Burger King Bridge'

Speaking recently in front of the Commonwealth Transportation Board, Connaughton argued that, "The real value in naming rights isn't solely a name or a sign on a major thoroughfare. It's the thousands of people who look through the Web and through smart apps. They may never drive on that specific piece of highway but still can be touched by this marketing technology."

Estimated to generate $273 million over 20 years, critics are incensed by the high vulgarity, and low economic benefit, of the plan.

"It tell us about the sad state of transportation that we have to use gimmicks like this," said AAA Mid-Atlantic's John Townsend. "The highway belongs to the public, and we're building these highways with the taxpayers' money."