I know this “Doghouse” campaign is supposed to be funny, in that Bud-Light Man-Humor kind of way, but it’s hard to escape the ickiness of the core message: When you do something really bad that makes your wife furious at you, buy her a diamond and it’s all good.

Nor does this interpretation involve a deep-feminist critique of the text. No, in fact, here’s what it says on the site: “Here are three perfect diamond gifts that are essentially ‘get out of the doghouse free’ cards.”

You wonder whether the whole concept would seem as cute if the message were slightly revised to read: Next time you do something harmful to your relationship, just write your wife a check for $500 and watch her grateful little eyes light up!

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