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if you notice, this is a flower garden, which attract butterflies. Ecology buffs want people to have flower gardens to attract pollinators which butterflies are (as well as bees) to provide food & enhance pollination & strengthen pollinators habitat. It's a nice cover,which matches one of the benefits of attracting butterflies.
I might agree, and would certainly revise my original opinion, were this a "combo" cover with a January 16, 1969 "Plant...Beautiful Cities" 6c stamp tied to the First Day of Issue postmark for the Swallowtail Butterfly 13c stamp.