Only a few days after we announced it was Eggmas - the season of whinging that eggs don't have the word "Easter" on them.
And really, it's like we can't think normally any more. Everything is scanned with an eye to taking offence. There are people on SocMed so constantly offended that their blood pressure must be under terrible danger. Every BBC article investigated for left/right wing bias or Islamophilia. Every ludicrous pronouncement by a has-been / barely-was politician treated as if it is Government policy.
And so the Church of England, resplendent in cultural irrelevance, is quoted complaining that the Cadbury-sponsored National Trust Egg Hunt has airbrushed Easter.
I don't know how best to put this.
Cadbury is part of an international company. It is no longer owned by Quakers. It owes nothing to the Church of England.
The National Trust is dedicated to the preservation of old buildings that people used to have a purpose for. In that respect it has a certain similarity to the Church of England. But it's not preserving them for religious reasons.
So the C of E makes itself look stupid. The chap from the Meaningful Easter Egg company gets free publicity. But nobody is saved. No minds are changed.
And the C of E, like an institutionalised Arthur Scargill, shakes its fist at society and wonders why nobody listens to it any more. It's like George Herbert had never left us.
Simply put - you want people to have "Easter" on eggs, then thrill so many people with the joy of the Easter story that the season means something. You'll get the word on the eggs then.
But you won't make lots of kids into Christians just by printing "Easter" on shiny wrapping. After all, half of them think it's when Father Christmas was eaten by the Easter Bunny. Win the story, then you can have your own packaging.