Tartan Day, much like Paddy’s Day in the States, isn’t about Scotland. It is a saccharine projection of dim-witted American expectations of Scotland and half remembered traditions of the old country. More, than this: It is about whipping up sales in the international centre of the religion of capitalism. Tartan – or “plaid” as our Merican cousins prefer to call it – is about money; it’s about playing on the emotions of American’s who have been convinced their great granny came over from Brigadoon or, more likely, Balamory. Tartan Day is about giving them what they want.