Too Much Sensitivity?

I read an interesting piece about how the increased sensitivity and inclusivity over Mother’s Day does just as much emotional damage as ye olde insensitive days; specifically, brands and advertising and social media.

They explain,

In the weeks leading up to May 14, I’ve received a slew of somber emails from brands acknowledging that this day might be hard for me and giving me the option to opt out of whatever offer they’re about to send me … Well-intended as it may be, “dead mom” marketing rubs me the wrong way, especially because it results in the exact thing the brand is claiming to help recipients avoid: an inbox full of emails that remind them of their dead mom (or estranged mom, or lost child).

Yeah, I can see that. But they really can’t win, can they? I would rather be asked because it shows the person understands we’re not all in the same boat. However, I see their point: offering the opt-out can also send unintended messages. What is your take?