Most of the "holidays" that we celebrate aren't very traditional. I don't think Father's Day really existed until Hallmark invented it as an excuse to sell greeting cards. Following that came Grandparents' Day, Secretary's Day and a host of other things.
Simply by making greeting cards celebrating a nonexistent event, Hallmark brings the event in to existence. Hallmark may be the most powerful force for social change in the United States.
It's like that whole thing with Coke and the modern image of Santa Claus.
Why is this important?
Because Hallmark just started making gay wedding cards.
I think the debate is over.