Then the "beer truck " pulled over and, instead of beer, people started pouring out the door.

On Tuesday, the City Council is expected to OK five more wrapped buses; proponents like Mayor Dave Cieslewicz and Ald. Zach Brandon are thrilled the buses will bring in another $50,000.

Now, some people complain that a city that frowns on binge drinking shouldn 't have buses that look like beer trucks trolling the Downtown streets near campus.

Or that a city that defeated casino gambling shouldn 't have a giant rolling ad for the DeJope Casino.

Or that a city that severely limits billboards should plaster some of the most garish on its bus fleet.

"We 're hypocrites, ' ' said Downtown Ald. Mike Verveer. He said his neighborhood activists hate the bus ads, and he 's heard safety complaints about the darkened windows.

But the majority of city leaders have figured out there 's good money in vice.

Luckily, Madison hasn 't exploited all of the profit possibilities.

Just imagine a fleet of buses with wraps based the seven deadly sins. It would look especially cool if they were designed in the style of Hieronymus Bosch. The 15th century Dutch painter has a great touch with drunkenness, pestilence and the other wages of sin. Our buses of the seven deadly ins would have tourists vying to photograph every vice for their life-list:

Lust: This bus would feature ads from Visions strip club, Red Letter News and Select video.

Gluttony: The giant spreads at Madison 's "all-you-can-eat " buffets will look great larger-than-life on a bus. This will be followed by another wrapped bus advertising bariatric surgery.

Greed: The Big Ten Network and Charter cable will have a bidding war over the right to wrap this bus.

Sloth: The "catnapper " recliner with built in-beer cooler. A must for Packers fans!

Wrath: Flag-wrapped radio screamer Vicki McKenna is going to look great on a bus wrap.

Envy: Ads for Lake Mendota mansions and fancy speedboats.

Pride: Plastic surgery centers could advertise for the vice of vanity.

Of course, Madison would be more than happy to accept advertising dollars from all of those businesses that make money promoting the four cardinal virtues -- justice, courage, wisdom and moderation.

It 's just tough to figure out who they are.