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On the counter in Clinton Cards today, I saw a 'Congratulatios on completing your marathon' card. Probably about £4. Pretty standard, white, with lots of toned legs in shorts on it.
Couldn't believe it really. Just seemed to attempt to glamorize running somewhat. Maybe that's me being cynical, but running to me is about personal accomplishments.
Of course, you can raise money for specific races and feel good about having done something for charity, but overall, I'd say it's more about the fact that you've pushed yourself to your limit, endured more than you could imagine possible and crossed the line with satisfaction that can't be summed up in a card that you can get from Clintons!