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Why is everything flavored pumpkin now?

Beer, coffee, baked goods...everything pumpkin. I know it's seasonal but I don't remember this 10 years ago. Has anyone else noticed? It's so clearly a concerted marketing push. Who's behind it? Pumpkin Growers of America? Maybe it's me, but I don't find any of it appetizing. Quite the opposite. Would you drink squash-flavored beer or get a hankering for a squash cupcake? Do any of you like pumpkin beer or coffee or pumpkin brownies or pumpkin fudge? What other pumpkin flavored crap have you encountered?

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