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UNIQUE AND UNUSUAL GIFTS:

There is a frequently misused word in the American lexicon which like a great many wrongly applied terms in the English language finds its roots in advertising and promotion.

When a product is referred to as, "very unique," the language is perverted in much the same way as when people use the superlatives, "absolute best," "virtually incomparable," or "almost perfect." The facts are, there are no degrees of perfection, incomparability, or what constitutes "the best." These things are unqualified, conclusive, and pure. Just as there is no such thing as "a little bit pregnant," something is either "unique," or it's not.

In a world where the "keyword search" is as powerful a force as gravity, the term "unique gifts" is very much the Holy Grail for online retailers and catalog merchants. Most often buried in a landslide of search terms that include:

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It is no wonder that 95% of all online gift merchants get as much lasting attention as last year's American Idol rejects.

But, really, folks, exactly, what is unique about a porcelain hula dancer doorstop that doubles as a planter, if it is one of thousands of identical items pouring out of a factory in Thailand? And just because that silk tie with the little C3POs on it is unusual, does that really make it unique? How bout the Babe Ruth Rookie card, worth a

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