Three things to note about Facebook Gifts: 1. Fascinating - and yet powerful - that the only promotion of Facebook Gifts is within the birthday alerts. It's the definition of "in the river" marketing and promotion. 2. This was the first time I noticed that the gift icon showcases friends who have sent gifts (when available). So not only is it in the river, it is socially relevant ... and therefor has some social pressure!
3. That aspect looks a lot like Facebook Deals.