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The Walmart set-up seems designed to facilitate ebook buying for people unused to buying ebooks from on-line stores (or maybe people like my mom who doesn't trust the security of store accounts, she won't set up an account if she has to give her credit card information)
I agree that gifting books is problematical if you don't know the person's taste in books as well as the contents of their library. A book given without care is a sad thing.
On the other hand some of the most enjoyable gifts I've received have been books I hadn't known existed. Not only because I've enjoyed the book itself but also because of the care and knowledge that is demonstrated by the gifting of such a well suited book. It's much nicer then a generic gift card which could never be used to buy something I didn't know existed.
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