The fruit stands out on this shrub for the simple fact that it has been ignored by wildlife all winter. As various crabapples and plums are stripped of their fruit through the winter months, this shrubs retains its berries. Highbush cranberries are touted as being palatable to birds, but this one certainly isn't. I have no idea if this is a cultivar or the native species (it was supposed to be the native one). Possibly the former, and perhaps the native species do attract birds. I haven't found any other shrubs in other areas to monitor.