I remember when I went to Japan years ago with my parents. I was looking for Ouendan, which was surprisingly hard to find (finally found it on my last day), and spotted an electronic store that said PSP upstairs. Well PSP = games = a chance to find Ouendan so I went in.
On the escalator going up the posters on the wall started getting raunchier and raunchier and then it hit me, the sign was actually saying PSP UMD movies upstairs, and not just any type of movies, yes, I had arrived at the JAV floor with my parents right behind me. The kicker here is that the escalator down was on the other side of the floor so we had to walk through the aisles of JAV to get to it.