This column was published in in the Financial Post.
For a time it was fashionable to buy a star in the sky and name it after a love interest, a new baby or a recently deceased loved one. Could anything be more romantic or more sentimental?
It turns out that the companies that take money from consumers for "naming stars" are the only ones who actually recognize the name. The practice is considered by many to be a kind of scam that profits off of the idealism of consumers. Money for a star name is just money for nothing.
