Buying hallmark cards for special occasion birthday etc.

In my youth, I'd look at the back of the card I was buying for someone. if it was expensive, I figured they'd appreciate it all the more.
I know I'm getting old when I look at the back of a hallmark card and ponder WTF? This much for a card?


In my youth I could pick one out in under 2 minutes.
Last time I was there, I spent about 10 minutes, trying to compromise between what was written on the front, inside & if it equated to $4.75