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As the light continues its slow return, I’ve been thinking about darkness — not only what it hides, but what it reveals. Earlier this month, I had an experience that made me reflect on misunderstanding, perspective, and what happens when we leap to conclusions without examining our own role in them. The Cast is one of my favourite parts of Moon Mail. I keep a running list of businesses I admire, curating features around the season and each other. Reaching out to let someone know they’ve been featured is a joy, because as a small business owner, I know how meaningful it feels to be seen. This month, I noticed that one of the businesses I planned to include was running a Meta ad for a free product. There was no language indicating restrictions (with purchase etc.), and no safeguards in place to add to cart at $0. I assumed the offer was exactly as presented and was excited I’d be able to offer a more curated write up for the section. While I’d love to be able to monetarily support every business I feature, that just isn’t within my capabilities - and this felt like a special opportunity to do that. A few days later, the order was cancelled without explanation. Shortly after, the business shared a public post criticizing people for “taking advantage” of an offer that was “not meant for them,” stating it was intended only with purchase and only for those who live in the businesses town — which wasn’t clearly communicated in the ad, listing, or process itself. My instinct is always to explain - but the energy of the interaction felt like a warning from my intuition. Sometimes, we have good intentions, but they aren’t perceived that way. The tone of the post felt unaware of outside perspective and unwilling to reflect on whether there where holes in their delivery that led to orders that didn’t fit their intention, and I didn’t believe clarification would lead anywhere but more friction. I also chose not to feature the business — I worried that even letting them know could be misread as something it wasn’t. The experience reminded me how powerfully perspective shapes our interpretations — and how quickly intention can be rewritten when accountability is missing. As the light returns, I’m choosing to let it guide where I place my energy. Some things are best met with conversation; others with distance. Both are ways of tending the fire. ♥︎ Coraley
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