The other day I got this mailer full of "personalized" coupons from a national grocery chain:

It made me feel quite special...after all, I was one of their "best customers." With two teenage boys to feed, I could certainly BELIEVE that! And it's always nice to be appreciated, even if it is just for "how much you shop at our stores."
They went on to tell me that I was so special that I was one of a "select few" who were even getting these mailings...and it did, indeed, have quite a few coupons inside. The coupons were mostly for stuff I would actually buy (okay, for stuff I HAVE actually bought, because I have one of their little "saver" cards that tracks what you buy...I call them Big Brother Discount cards...but I use 'em anyway).
So, what's the problem? After all, I'm special, I'm appreciated, and I've got quite a few nice coupons to show for it...
The problem is that the very same day, I got an IDENTICAL mailing addressed to the person who lived in the house before me...turns out he, too, is special and appreciated, and he too, is one of their "very best customers." Unfortunately, he is also dead...and has been for at least 3 years. So, if he is really one of their "best customers," they either have some really lousy customers, or we have one very hungry ghost on our hands.
I gotta tell you, my self-esteem plummeted knowing that my value as a customer was on equal footing with a guy who's been dead for three years! To make myself feel slightly better...I used HIS coupons as well as mine...

