Now, I’ll admit that this title might have some of you thinking I’m going to regale the world with witty banter from the tenured faculty on the University LGBTQ committee, but no — I have come not to sing a Song of Themselves, instead make fun of an air freshener.
For what comes to mind when someone creates a glowing air freshener that isn’t a candle or an item that gets plugged into the wall? Umm… well, imagine being at the branding meeting:
‘Okay, Kyle: the guys in R&D have been really trying to figure out how to increase market penetration in the ‘young family’ demographic. We know that Yankee has really cornered the overpowering scented candle market, and we really want to be more upscale than those — those — you know what I’m talking about, Kyle: the little canister things that fart florals every 15 minutes. We need an angle. Whatdya got for us?’
‘..and I suppose we aren’t allowed to use fire, still?’
‘No, Kyle — that whole family thing. Ix-ne on the ig-nis, if you please?’
‘What?’
‘Never mind. What do we call this?” [Places a tinted LED device on the conference table, rips open a foil envelope, removes what appears to be a scented piece of origami and places the now- unfolded shade atop the LED]
[The room begins to smell of peaches and creme bruleé]
‘Oh, I have curtains like those — Tammy got them at IKEA. They, ah….don’t light up, though. Unless there’s sun.’
‘Great, Kyle, but what do we call it?’
I’m not sure how long it took for someone to decide that since there seemed to be a paper product with light coming out of it, maybe a “luminaria” might be a good descriptor, at which the Brand Manager has to explain again that the whole point of the product is that there ARE NO FLAMES involved, and therefore you can leave them all over the house unattended.
What I’m getting at is that I suspect the term “flameless luminaries” was a Hail Mary monicker from a puzzled team, or perhaps a cynical suggestion from someone who left academics for the marketing world because the life of the mind doesn’t do terribly much for the health of the bank account [although these days, hardly anything does].