You can question Drake's music, but you can't really question his marketing.

After setting the web on fire with a deliberately goofy dance, Drake has moved on to a more old-fashion way of manufacturing hype: the billboard.

Folks in his home city of Toronto have been treated to this:

6 east on gardiner

A photo posted by @bllykal on Nov 4, 2015 at 4:56pm PST

Be home soon A photo posted by champagnepapi (@champagnepapi) on Nov 4, 2015 at 4:54pm PST

So what is this cryptic message about?  We're guessing  it means Drake is going to "surprise" drop Views From the 6 some time in December -- maybe with a Toronto event -- and close out 2015 with three hit albums.

Then he's going to eat some fancy cheese.