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When You Care Enough to Send the Very Best (Without Actually Saying What it's For)

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Thanks to California's recent legalization of same-sex marriages, one of the world's largest greeting card companies has now expanded their offerings to accommodate those who wish to give the happy couples a sexuality-specific paper token of esteem. Hallmark, based in Kansas City, Missouri, has introduced new cards for same-sex couples, although they do their best to avoid overtly stating that the cards are for two people getting married. Explains the Associated Press (via the Long Beach Press-Telegram): "The language inside the cards is neutral, with no mention of wedding or marriage, making them also suitable for a commitment ceremony. Hallmark says the move is a response to consumer demand, not any political pressure."

Many industries are happily capitalizing on the boom of same-sex marriages taking place all over the state. In some cities, like West Hollywood, neutrality is thrown out the window, giving way to an entire culture of industry aimed directly at celebrating same-sex weddings. Shortly before the marriages began under the new law the marketing mavens jumped on the bandwagon and began to promote Honeymoon vacation packages for newlyweds wishing to travel to SoCal's biggest Boys' Town--or make a "staycation" out of the occasion for the local lovebirds.

Hallmark's foray into the market does indeed seem to be more business than pleasure; the designs are limited (headless couple in tuxedos, intertwined flowers, rainbow hearts) but do indicate a step towards progress, as well as perhaps the glimmer of hope that the movement to legalize same-sex marriages will take hold in other states across the country. Here in California, the issue hits the voting booth in November, with Prop 8, the anti-gay marriage initiative, on the ballot. In the meantime, it's still within a reasonable amount of time to send high-profile newlyweds Ellen Degeneres and Portia de Rossi a Hallmark card. May we suggest the intertwined flowers?

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AP Photo/Hallmark