My husband is an avid reader, and always likes getting a book as a gift. Selecting said book can be a challenge at times, but at least I always have a fall-back category.
I was delighted to find that Kobo has ffigured out how I can give a specific book as a gift.
My only gripe is that I need to be logged in to an account to figure out how to do this. Except I do not have a Kobo account, because I don't (yet) have my own e-reader. And GIFT is not on the top menu, which of course it should be... I had to actually choose a book to figure out I could give it as a gift. These are minor problems, however.
This is still not quite as nice as being able to give the physical thing, like a card that looks like the book, but it's an excellent start.
I would prefer to pass a physical object as the gift, and then get the excited look, hug and kiss I deserve. Instead, I will have to say, "Sweetie have you checked your e-mail yet today?", which is not nearly as much fun.