Day 040/16. For a bloke its tough to choose....

It is my dad's birthday today (Happy Birthday Dad). Choosing a card is almost impossible for a man. Do I go humour? Mildy offensive? Traditional? Cute animals? Vague references to sport? Country life? (Thatched cottages seemed to occur very regularly....)
And why is it that all card manufacturers seem to assume that 'older' men are only interested in Fishing, Golf or Wine?