This sign makes me want to yell "FUL! ISO Beauty-FUL!"
I asked the young woman in charge of this mall kiosk if ISO stood for something, like "International Standards Of," but she was from an indeterminate Eastern European country, could not understand me, and basically said "It is the name of the store."
I don't like a store where you can't tell what business they are in. Do they sell evolution? Do they sell relativity? If it's clothes, do they even have price tags? Or do you have to haggle over every garment, argue whether it really exists, and if it does, how much it should cost?
The only upside to this store name I can see is the joke value if somebody says to me, "Great shirt. How much did it cost?" and I can quip, "In theory it was only thirty bucks." Which wouldn't make sense, because there is nothing in this store under a hundred bucks and it wouldn't sound right to say "only a hundred bucks." At least not in my circle of friends.