Gift giving deserves to be more straightforward than it is right now. Just for the marketing value alone would make it worth to have an "Add as gift" (with graphic icon) right next to "Add to Cart". Or even a separate but clearly visible Gift purchase method (if it makes it easier or better to implement).
Not all customers are going to be that adept in understanding those easier-for-the-publisher technical solutions. Not so long ago, I would think twice on clicking the "Add to Cart" button for fear of buying a game for myself a second time, instead of offering it to a friend. I needed to peruse the forums to discover that.
Buy as gift should be more intuitive or else it's mostly lost for less dedicated customers and a missed opportunity for those who couldn't ignore a shinning gift wrap right in front of their eyes.
As for not sending an immediate email to the lucky person, it wouldn't be that difficult to delay a Stardock email for no more than 48hours. But what do I know? I'm just a lazy customer looking for Impulse to be as easy and convenient as possible.
[e digicons]:grin:[/e]