Because you know, as you scroll through BP you read the super dumb titles, the one's advertising based on the current day ("hump day special", "sizzling fridays"). Some of them play off the current holiday like "president's day special" or "it's labor day, let me make your laboring worth your while" and so forth.
So this weekend is Mother's Day.
How can you spin an ad off of that and how would it make sense?
The provider is a mother so she's asking you for a present? No. She's offering services.
How does one spin an ad off of Mother's Day?
I can only wonder.