"Now you can do something more meaningful" (than a hey, happy birthday call or message). It disappoints me when I hear wording like this, there is nothing more meaningful about paying money for a present that took you two clicks and is probably already part of a pre-selected group of items from their profile/history, than thinking of something to write on their wall in two clicks.

All power to Facebook to make it work though: maybe if they can monetize themselves through means like this they'll pay more attention to privacy issues as they will have less incentive to make everything public for advertising/selling data.