Another noted: “They’re getting free publicity – they ought to have been happy to have a funny name."
Free publicity that leads to sign posts being stolen. For a tiny village of 100 people, this is likely a serious hardship. If it isn't bringing in more money than it's costing them, it's an attractive nuisance, not free publicity.
Prank phone calls are definitely more annoying than some tourists taking a picture at the town sign.
I do not know if this is true in the specific case but I have met idiots who stole street signs, so this seems at least plausible.