Or, to give it its full name – Amelanchier Canadensis.
You can look it up now – or you can continue to follow this post, and find out why I have picked this particular (and somewhat obscure) title for today’s blog posting.
First of all. Spam. Junk Mail. Cold Calling. Unsolicited Whatever. If you like receiving the stuff, then reply to that Nigerian Bank offer, and be happy. If, like most people on the planet, you do NOT want to be sent all these wonderful offers, then read on …
Junk mail has its positive side. Some people make a lot of money from it – though you can be fairly certain that it will not be you! The Post Office would probably go under if it did not actively take part in the Junk Mail process. It (the paper variety) can be composted. That is about it.
So, like the rest of us, you have no desire to receive all the ‘enriching’ offers. In that case, they (the Junk Senders) have a wondrous solution. Targetted Mail. They collect all the data swilling around, tie it all together, and aim their offer directly at you. No random junk, just enticing ‘opportunities’ aimed precisely at you. They don’t have to send out so much bumph, and you get only what matches you.
Your Internet searches are logged, your Store Loyalty Cards are totted up, and anything that you buy, the info gets passed to ‘suitable’ and ‘appropriate’ friends, buddies and amigos who have a deal going with their ‘partners’.
You only get to see what is deemed ‘correct’ for you. Not what you ask for, not what you want, but what your ‘profile’ indicates will be ‘right’ for you. In their carefully calculated opinion.
Imagine, walking through a garden. One that you have never, before, visited. You mentioned, once, a long time ago, that you liked roses. Everywhere you look, you see roses. Nothing but roses. No Delphinium, no Rhododendron, nary a Carnation (OK. a Pink!), and Cherry Blossom is a shoe polish!
Think what you are missing.
I bought a tree, once. An Amelanchier Canadensis. Look it up on Google, if you wish. I did. I was looking for something different, something really attractive, but subtle. I searched for ages, and that was my final choice. It looked marvellous in my garden, and when I moved home, it was sad day, leaving it behind. At last, after several house moves, I am able to buy another one. It will have pride of place in my garden.
If I had only gone for what was ‘ideal’ for me, had only listened to ‘tailored solutions’, would I have ever had an ‘Amelanchier Canadensis’ in my garden? Probably not!
Free choice, and the shade of a beautiful tree. A loaf of bread, a jug of wine, and thee beside me as I sit. Happiness.