Now you can buy someone a gift card that isn't really a card, just a credit at Amazon, really, and have it sent straight to their Facebook. It shows up on their wall for everyone to see but with a code that only you can see (because as we all know there is NOTHING more secure than a Facebook wall). Presumably the person can then use it to buy downloadable music or movies and then no one need ever bother with tangible objects again.
Why does it all make me sad? Alas.