I believe it is commercial madness. When I was involved in retail it was ridiculous. Maximize any opportunity. The year is divide up around these dates and it has got worse. Christmas was bad enough now everything seems to just overlap so there is always something to push next. The masses just lap it up I am afraid. Wouldn't be a big deal if everyone just bought a card but obviously they don't. The problem I have with it is the thought is fine but there is greed behind all of these things.