Is it really necessary for a valet stand to make its existence known by having a rotating set of spotlights shooting into the sky high above U Street? If you’re the image crafters for The Ellington and its sidewalk-level restaurant, Alero, the answer is yes. DCist spied that the uber-it residential building at 13th and U streets NW had spotlights shining high into the sky last night.

While we think that D.C. could use a little more glitz to liven things up a bit, we want to ask you, does the use of spotlights qualify as trying too hard to promote a real estate development, especially The Ellington, which has such a carefully crafted and manufactured image (where they say you can “B U on U”)?