Easy, streamlined, Uber for sending gifts, amazing UX.
Nothing! I love it.
They don't show the price level you've chosen to the recipient which is wonderful, the recipient just receives a note and a link to a beautiful collection of thoughtfully curated gifts so it's very smooth socially as well. This is the perfect thing for almost anyone, a just-because gift for your Mom or the perfect thing for the family members or friends who are hard to shop for . My aunt likes novelty so I send her a Loop & Tie every year on her birthday, just because it's such a fun game for her choosing what she wants.