July 2, 2015 – Regardless of what you think about last week’s Supreme Court decision on gay marriage, you have to admire the raw capitalistic pluck of the dozens of American corporations that decided, upon the majestic release of Justice Kennedy’s addled mandate from Mount Make-Up-A-Law, to immediately go full rainbow.
After the ruling—which cheered many Americans, but which also included an alarming cavalcade of disastrous, slapdash legal reasoning—social media transformed into a colorful, giddy sea. Companies including American Airlines, the Gap, and Uber candy-coated their logos. General Mills promoted the addition of “two new rainbow marshmallows” to Lucky Charms cereal, Nike launched the rainbow-hued “#BeTrue” collection, and Target stores whipped out racks of rainbow “pride gear,” featuring flip-flops, iPhone covers, and swimsuits that looked like they had been hand-sewn by me, the night before, in the dark, after three glasses of wine.
Was it shameless, unabashed consumerism? A blatant jump on the cultural bandwagon? You bet. But really, could anything be more American?