How many times has it happened? Maybe it was your mother-in-law or your boss, or maybe it was your girlfriend or wife, or maybe it has happened with all of them at different times. You devoted time and consideration to finding her just the right gift. You wandered from store to store until you found what seemed like just the thing. And then? When she opened it you knew it wasn't right. Sure, she was nice about it. She said, "Oh. Um. This! Yay!" and pretended to like it. But you knew. You saw the subtle downturn of her mouth and the narrowing of her eyes when she first saw the gift. She didn't like it. More than that, you could tell she would never use it or wear it or carry it around with her.