A friend of mine is leaving her job and starting a fantastic new one, and so she announced it on Facebook. The likes and comments piled up, but there was also something else I noticed when I saw her post in my News Feed. Right above the comments and below the likes was a nudge from Facebook to “surprise” my friend with a gift.

As it seeks new ways to make money, Facebook has been pushing its Gifts feature for the last few months, making it easy to buy an iTunes or Starbucks gift card to celebrate a friend’s birthday or engagement or graduation.