Huzzah for Hallmark

I think it's the validation that makes this important. By printing the cards, Hallmark says to same-sex couples, "We see you. You're people. We value your business enough to cater to you." When it's still possible to get away with treating a group as second-class citizens, and you don't, that's worthy of respect.

... or they could:

Buy a blank card and customize it.
Send a free e-card with a gift card to an online store.
Make a gay marriage card using scrapbook techniques.
Attend the wedding and/or reception in person.

All Hallmark did was expand the options, so that people who want a high-end mass-market card for that occasion will have one. Sometimes it's nice to do things like that. I've got a box of generic thank-you cards in my desk drawer for ordinary occasions, but several times I've gone out and spent $5+ dollars on a fancy one when somebody really went above and beyond the call of duty for me.

"Oh, come on now, you're taking me seriously and ruining my fun."

Sorry. I often take things seriously that weren't meant that way. My mother's family has an odd sense of humor and it has left mine somewhat impaired.

Good point. Such moves are sensical if they wish to inhabit a world dominated by fear and hate.

I'd rather not, and I'm somewhat creeped out by people who do.

That depends on the state, and the job. A few states already extend various benefits to same-sex couples, sometimes through civil union but there are other options. More importantly, a number of companies -- including some big famous ones like Disney -- simply extend all their family benefits to gay employees. There are some lists online of companies that do that.