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Not sure of the implentation details, but hopefully you're sending out different ideas to some degree per week/user. Depending on the ultimate success of the site, some might notice the use of some external force in 'suddenly thoughtful significant other'

"Bob gave you flowers last wednesday? and a card on Monday? Frank did the EXACT same thing!" (etc.)

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Every user gets a random idea from a a database of ideas; there's maybe 40 ideas in the DB for each combination of genders. We have some logic that prevents you from getting the same suggestion twice in a row, and in a branch we've yet to merge we've added a link to the emails that lets the user get a new suggestion.

We've got Big Plans(tm) to add user accounts that will let users than customize their own suggestion list.

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