Prop. 8: The Hallmark Factor

The very interesting aspect of the gay marriage debate out here in California is how corporate America has made their bet. Companies like PG&E have donated heavily to the "No on 8" side, and now we see Hallmark, about as conservative (not in their politics, but in their style and outlook) a company as you can find, coming out with same-sex marriage cards (just in time for me to get one for a certain couple in a few weeks!):

Most states don't recognize gay marriage — but now Hallmark does.

The nation's largest greeting card company is rolling out same-sex wedding cards — featuring two tuxedos, overlapping hearts or intertwined flowers, with best wishes inside. “Two hearts. One promise,” one says [...]

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.

“It's our goal to be as relevant as possible to as many people as we can,” Hallmark spokeswoman Sarah Gronberg Kolell said.

Apparently they weren't relevant enough to the American Family Association, which is commencing a protest of the company. AFA is one of the many hatemongers trying desperately to inspire their troops over Prop. 8. But I think Hallmark's decision is far more instructive.

Corporations have balance sheets and shareholders. They don't make these kind of decisions frivolously. They know that history is bending on the side of justice. They know that equality is on the way.