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I took it to mean he was doing the old-timey thing of putting up a plaque saying the name of the business, a slogan, and the proprietor. (In commerce, quote marks tend to indicate emphasis or a slogan.)

That's how I read it too. Maybe a bit presumptuous to add such a plaque right away and not, say, as a clause in a will or something – the building might be gone in five years, after all. But I didn't really read it as self aggrandizing.

In context with the content and tone of the post, it reads as self-aggrandizement—a seemingly not uncommon affectation among those who have attained notoriety in their own lifetime.

And while one might regard it as distasteful—it’s certainly tiresome, in my experience— there’s material and psychological benefits to holding that mindset (along with a variety of non-trivial downsides.)

How does he expect a building that flimsy to last particularly long?