Facebook selling digital gifts at a $35m run rate

I see where you're coming from, but I'll play devil's advocate and say that your line of thinking is flawed.

The advantage of gifts is that they're Facebook-sponsored. Everybody has them. They get displayed in a special manner that other apps can't take, because Facebook still controls the user's Home page completely.

So while it's POSSIBLE that other apps gain SOME sales, if it's not native it'll take a hit.