A few days ago Hallmark announced their plans to begin selling same-sex marriage celebration cards, accepting an institution that 48 out of our 50 United States have yet to legalize.
And while this revelation is undoubtedly radical and a nice bit of news for those homosexual couples recently married or planning to be married, is it the right move for the right reasons?
On the surface Hallmark looks noble in their liberal, free-spirited business move. But let us not forget that key word: business. In an economy run by the consumption of hip, new trends (the iPhone comes to mind), is Hallmark not simply cashing in on a recently hip, controversial issue?
After all, this is the same company that makes its annual bread and butter off of Valentine's Day, a holiday whose credible origins stem about as far back as the Easter Bunny's.
The novelty of a gay marriage card will surely strike the interests of liberals and conservatives alike, much like countless disturbing YouTube videos garner thousands of multi-partisan hits a day.
The Associated Press reported Tuesday that some branches and card shops were refusing to sell the recently line. If Hallmark was truly "all-in" with it's pro-gay marriage initiative, they would penalize the branches and card shops that are refusing to carry the same-sex cards.
Not that they are expected to. After all, Hallmark is a business and purposely alienating branches based on an already polarizing political issue is certainly not business-savvy.
While this political action by Hallmark is positive for the gay community, it does not seem to be for the community. While many homosexuals will buy the new cards for their intended purpose, how many others will buy the cards and use it to play a joke on their friends?
Doesn't matter to Hallmark. There's a profit to be made, no matter what the reason for the purchase.
Photo: Courtesy of Laron Fomby
