I actually preferred the iconic Coca Cola sign that was there long before the digital billboard.
I've been reading about the proposed Reed property development on Urban Planet. You're right, if the developers are able to build all that they are at least contemplating at this very early stage in the process, it will definitely change Mid-town as we know it. And, I suspect it would impact the whole area between Charlotte and Broadway up to 21st Ave. for decades to come. With the skyline shifting westward, we just might see a continuation of the skyline on into Mid-town with the only break being I-40.
But, just an FYI... according to some posters on UP, the developers of Broad West are already gearing up to fight the Reed property development based on site obstruction. I don't think they stand a chance in hell of winning such a battle, but they may be positioning themselves for one nonetheless.