Shedding Light on Letterpress vs. Letterless

I'm not really trying to start anything, but the light here in Vermont this afternoon is indescribable. I happened to come across a greeting card letterpressed on Crane's Lettra paper lying in that light and rushed to grab the camera. I also happened to come across some marketing copy from an e-card company, saying something to the effect that their product is as tasteful as its "almost obsolete" paper counterpart, with the beauty of traditional paper.

Really?