But an equally valid interpretation of what's going on is:
Cool, free cupcakes! They want you to pay for birthday cakes and pre-order wedding cakes, but they'll give you any cupcake you ask for if they've got one available!
The other day I got half-price cupcakes because I was following my supermarket on FB. So now the internet knows I'm a cupcake-eater... So long as there's some value in it for both parties, it can work.
I've been to weddings where people do cupcakes in lieu of cake. Everyone gets dessert faster, since you don't have to cut it up and serve it individually. I was a fan of the planned efficiency. The couple did actually have a small cake for the ceremonial cutting of the cake. Beyond that, everyone was OK with cupcakes, if they cared to eat dessert.
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