Click it or Ticket

Click it or Ticket. I first saw this catchy phrase on a Caltrans sign that showed a seat belt almost clicked around - not a person - but a yellow California-shaped blob. The sign as a whole made sense - especially because it said "Ticket $80-$91" at the bottom also. They want us to put on our seatbelts (and click them) or they will give us a ticket.

But the next time I saw the phrase it was on one of those giant electronic signs like the one that talks to Steve Martin's character in L.A. Story (if you haven't seen L.A. Story, rent it, watch it, and then come back. I'll wait.). Just this huge electronic sign saying CLICK IT OR TICKET in letters each 2-3 feet high. I wondered what would happen - or I guess what DOES happen - when somebody who has not seen the neat-o seatbelt around California sign sees just CLICK IT OR TICKET?

Is there some kind of toll road up ahead that I need a ticket for? Or do I click something when I get there since I don't have a ticket? Is it better to have a ticket or to click? Do I have to pay more if I click, or will I be in some kind of trouble?

You have to figure that a decent number of the people on a freeway have never been there before, and there are enough going by in a day that at least one car contains a conversation like,
"Click it or ticket. Did you see that?"
"Yeah. We're in California. It's probably some kind of weird festival where you don't need a ticket if you click your heels together."
"I bet you're right. Go faster."