As a sentiment, SO WHAT is out of place on the type of banner that usually conveys strictly positive or celebratory messages like CONGRATULATIONS, WELCOME BACK, or IT’S A GIRL. SO WHAT is anti-celebratory, negative; the petulant teen’s “who cares”. But sometimes SO WHAT is a challenge for elaboration, for follow up- “how is your experience changing?” or “what is the impact this will have on the future?” In this way, the seemingly antagonistic SO WHAT can be seen as a desirable aggravation, much like the grain of sand in an oyster.