“Oh well, it’s the thought that counts”,
you say dismissively, as you quickly pick a bottle of wine to give as a
present. Or grab some chocolates, or flowers, or another generic gift.
This phrase is used as an excuse for giving
bad presents. It assumes that the only thing that matters is that you bothered
to remember the occasion.
The saying is only true when it refers to
quality and quantity of thought. If you spent two minutes picking up the
easiest thing you could find for a present then you haven’t put in much
thought, and it doesn’t count for much. How much more pleasurable it is to give
or receive a gift that cost less money but had time and care spent in its
choosing.
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