Regina shared in her blog a Twitter conversation with Hallmark Cards.

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The e-commerce trend, also being adopted by large companies such as Hallmark Cards Inc. and Brooks Brothers Inc.

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Kent and Wood left Arthur Andersen to start their first successful investment, Cencom Cable, which they sold to Hallmark Cards.

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Hallmark Cards, a private company, is number one.

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To rectify this situation, Regina has started a petition at Change.org to stimulate Hallmark to create a line of cards to start the end of life conversation.

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The Fresh Ink cards, which also carry Hallmark's logo, hit stores in June.

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Morgenstern noted that third party gift apps like Birthday Cards, Pieces of Flair, and Hallmark Social Calendar will remain open.

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Hallmark always tacks its name on the back of its cards, even the alternative lines, which make up 15% of its card sales.

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And while the company has been aggressively focused on growing its own online greeting cards business, the competition in this market from the likes of privately-held Hallmark, Shutterfly (SFLY) and the behemoth that is Apple (AAPL), is fairly tough.

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