A much better idea than the original 'virtual gifts'. I could really see this taking off although it will take some time to reach users around the world. Maybe they will partner with Amazon for distribution. I wonder how this would affect Facebook's bottom line if a large percentage of their users started taking advantage of it. Combined with the birthday notifications everyone is used to it could generate significant revenue.

e.g. What is you clicked a birthday notification and instead of just an option to post to the persons wall you could send a gift? Lots of opportunity here for Facebook to integrate this.

Edit: just watched the video and they are integrating with birthdays.