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08/02/2006: "Turns Out Plasma is a Girl's Best Friend ..."

Who knew? For years, men have suffered under the weight of advertising-driven expectation and shelled out obscene amounts of cash - and credit - to shower their love with diamonds. After all, that's what she wants, right? Well, maybe not.

A recent survey (with the telling name "Girls Gone Wired") indicates that she wants what you want - tech toys.

The study found 77 percent of women surveyed would prefer a new plasma television to a diamond solitaire necklace and 56 percent would opt for a new plasma TV over a weekend vacation in Florida.

Even shoes lost out. The study found 86 percent would prefer a new digital video camera to a pair of designer shoes.

The study found over the next five years women see themselves increasing their activities in six tech areas: digital cameras, cell phones, e-mail, camera phones, text messaging and instant messaging.

Just think of all those commercials you've seen over the years where the man is out to be an insensitive boob for even considering buying the wife a big screen. Who's sorry now?

I'm reminded of the Ron White comedy bit where he talks about the DeBeers Group changing their advertising campaign. They started with "Diamonds are Forever" then changed to "Diamonds - Take Her Breath Away" but feel the need to change once again. The new slogan? "Diamonds - That'll Shut Her Up" ...