"Whisper the word goddess and receive a spontaneous 10% discount."

So says an ad for ABC Carpets & Home on page A16 of the paper NYT.

It's a Mother's Day promotion "Celebrating the goddess, the feminine, the woman, the mother." This is a real test of how much you want a 10% discount. You have to sidle up to a carpet salesman and whisper "goddess" to him?

The ad goes on: "give her space, inspire her, adorn her, illuminate her." Apparently, they've lost their minds -- or think we have. Your mother is not a goddess, and, in any case, you can't illuminate her with a carpet.

Carpeting ≠ religion.