I guess I don't understand whats the big deal about doing it for an extra special event. Shopping in a store is definetely not the same situation as a person travelling in a celebration of a monumentous occasion in their life. What does it cost you to show customer-care? My son flew LH on his 13th birthday and the flight attendants presented him with the flight plan signed by the captain and all the crew. It was really nice especially because we didn't ask for anything. I bet you work for a US carrier. Because they did this I have more affinity to select LH for my next travel plans including full-fare business travel.