When I first saw “Up with Paper” greeting cards I was impressed with their small square cards. Their traditional book format was something new in the right size, and they were a success story with virtually no competition. Graphic3D existed much longer but was and still is invisible, focusing on a steady business market. Far away from the hustle and bustle of retail. I think “Up with Paper” initial success was not justified for a period of time because their made in China cards did not stand out exactly with their quality. Their rough-cut pieces glued together did not make an impression when inspected close up. It changed, and now you can enjoy well made and designed cards with nice simple artwork. I do not see any new concepts, but as with every established business, they focus on their proved holdings. A nice choice for occasional mailings to your friends and family. They also try their hands on a small collection of pop-up books. I am less impressed with it, but they addressed it to kids, and apparently, some kids enjoy their work.