Found it. I agree it isn't mind-blowing, but they have hit a different note with each image - the wrapped present is all-purpose, the cupcake with the saying is cute, the "icing on the cake" is upbeat and could be for anyone, the candles one is humorous, and the oval image is pretty. So you could buy that set and be able to make a card for pretty much anyone. Maybe that's the point. It's not a "birthday card kit" set, it's a collection.
Not rushing out to buy it, mind you.