In the hierarchy of persons who shouldn’t have an ILOVENY license plate, the director of the Maine Office of Tourism is up there with Boston Red Sox Manager Terry Francona. Though his professed intentions are noble, having that plate is a plain embarrassment to Dann Lewis and his agency.

The plate’s discovery is the latest twist in a feud between Lewis and coastal blogger Lance Dutson, but the information’s source is irrelevant. Having this plate sends the wrong message to a state dependent on tourism for its economic livelihood.

It’s time for a change. Maybe ILOVEME, or MES4ME is better. Or, if Lewis really wants to make amends, he could try this: 4GIVME.