The Globe and Mail reports in its Wednesday edition that "grief-baiting" is textbook deceptive marketing. Guest columnist Clifton Van Der Linden writes that a company called EverGlow Toronto appeared in his Facebook feed recently, and there were emotional farewells posted as they suddenly closed up shop under devastating personal circumstances. Such grief-baiting is invariably accompanied by a 24-hour fire sale of the company's remaining inventory at ostensibly deep discounts. This particular post was supposedly written by a woman named Rose and opened with, "Norman has passed away." It went on to describe Norman as Rose's husband, love of her life and founder of EverGlow. The post continued: "I have not only lost my partner, but must now continue without him by my side. That is why I have decided to close EverGlow." Readers were invited to honour Norman by participating in "a farewell sale of up to 80% off -- for the next 24 hours only." The lamps were listed as retailing for $399.95, but were discounted to $79.95. A Google image search of one of the lamps featured on the site showed that the "unique, handcrafted lamp" was widely available on sites of major retailers including Amazon and Walmart for as little as $25.