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They also introduced a second greeting card innovation: the inclusion of expressive free form poetry to the interior of their cards, replacing the staid traditional rhyming messages used for so long. In the 1990s, Blue Mountain Arts introduced another greeting cards innovation: the electronic greeting card, launching their free e card website in 1996. The concept was a natural extension of the Schutz family practice of communicating with their college age son through electronic messages and greetings. Once again, Blue mountain cards, through its e cards line, was an innovator. They offered their e cards for free, and they allowed the sender to add personal greetings to the card rather than select from a collection of stock messages.