This is quite old. Can’t place the exact date, but I wouldn’t be surprised if it went back to the 20s. (Edit, upon research on the patent number for the Match Bud display: it was 1934. )

“Matches can be beautiful!” was an odd choice of words; it suggested something you hadn’t thought about or cared about, and what’s more, you might not agree that the matches you had in your hand were beautiful.

This batch certainly wasn't.