I like how the article attempts to answer this question with explaining how much goes into these expensive cards.<p>I don't really buy the reasoning.<p>I will buy the most expensive card (which naturally will likely have the best quality) on Valentines for my wife that I can find for the simple reason that picking a cheap card equates to showing that my wife is not worth the high card price. Is this true for everyone? Obviously not.<p>You can dam well bet Hallmark knows this exactly as they go out of their way to put the price of the card right on the lower corner, conveniently allowing the receiver to see how much it cost.<p>Next time you give a spouse a card (especially if its a woman), watch how their eyes wonder to the price (sometimes sneakily). I don't agree with this myself as its the intent and message that counts but I don't set the rules.