I'm not saying I don't like the Facebook gift product. I tried it out a few times, and you're right - they nailed it. The virtual card and slow reveal as the us

I'm not saying I don't like the Facebook gift product. I tried it out a few times, and you're right - they nailed it. The virtual card and slow reveal as the user clicks through (then it shows up unwrapped on the wall, etc) is awesome and a great end-to-end addition to the site. What I really hate is that because this great new feature makes money, as opposed to the previous goal of driving growth, engagement, what have you, it is pushed first and foremost and hides many more useful features behind additional clicks to first say "No, I don't want to buy a gift". For example, the one-click write-on-everyone-whos-birthday-it-is-in-one-dialogue feature was unbelievably useful. Now you have to click twice for each person to write on their wall (once on the thing that says "Buy a gift", then once on "Write on their timeline").