By Chris Cosci

Many people like to send greeting cards. Whether they're touching or funny, greeting cards allow people to send a caring message to someone important. After all, nothing can express one's sincerest, most personal feelings quite like a greeting card written by someone else.

It's not uncommon to receive cards during the Christmas season or on one's birthday. However, some companies have started a trend of turning just about any event or holiday into a reason for exchanging cards. Over the past few years, there has been a surge in cards for Thanksgiving, Halloween and even St. Patrick's Day. It won't be long before we see cards that read "Happy Arbor Day" and "Thinking of You on Groundhog's Day."

Despite the number of holidays and events being promoted, finding the right card for a certain someone is not that easy. Some people will spend what feels like an eternity looking for that one card that perfectly captures the essence of the intended recipient. However, with the growing complexity of relationships, it's becoming harder and harder to find that perfect card.

This concept did not escape the attention of greeting card entrepreneur Cathy Gallagher. Gallagher noticed a particular group of people who, until now, have had practically no representation in the greeting card aisles. In response to this travesty, Gallagher developed her own line of greeting cards that finally appeals to this overlooked sector.

Looking at the cards in her collection helps provide a feel for the audience she is trying to reach. One such card is for general holidays. On the cover, it reads, "The holidays won't feel right without you by my side." Judging by the cover, the card seems to appeal to either people in a long-distance relationship or a couple forced to be apart during the holidays.

On the inside, the card continues, "As we celebrate with each of our families, I will be thinking of you. I will miss spending the holiday with my special lover... the one I really want to be sharing it with." At this point, the card's audience becomes a little clearer. Obviously, these cards are geared to people in a serious, passionate relationship. However, it's not until the next line that the card's true intention comes into light: "These are the times when I wish we could be together and not have to hide our love."

It's amazing how quickly three little words like "hide our love" could transform a card from sweet to unsettling. Some people may read that card and think it's for a Romeo and Juliet style couple – star-crossed lovers unable to be together because of some terrible feud between families. Those of us who don't live in la-la land know what's really going on here.

Someone has finally come up with greeting cards for people having an affair. To make the purpose even more evident, this line of greeting cards is called the Secret Lovers Collection. Some optimists may argue that these cards can still serve a less amoral purpose. However, Gallagher has clearly admitted that these cards are intended for those people in less-than-legitimate liaisons.

Gallagher defends her detractors by pointing out the current state of our culture. "Look at the soap operas. It's all about forbidden love. Look at how many people on soap operas are having affairs." While it's difficult to argue such a rock-solid defense, Gallagher also points out that she was inspired by the by the number of friends she has who are having affairs.

This raises a lot of questions. Is it really ethical to market cards to people having an affair? Isn't Gallagher worried that she appears to be condoning this kind of behavior? And isn't about time Gallagher finds a more socially acceptable group of friends?

Still, Gallagher insists she is not making choices for people. "People make choices. And by the time they buy this greeting card, they're already involved deeply in the affair. This is an entrepreneurial venture. And this is an untapped market. That's the bottom line."

In other words, it's all about the money. So what if society is falling into a demoralized state of despair? At least somebody can make a profit from this ethical implosion. I'll just wait in fear for the day somebody creates a card that reads, "Last night was really special... just don't tell Mom and Dad."