It’s infuriating to me that only Steam and EA’s stores have gifting built in. Most of my games budget goes to buying small-squad multiplayer games like Deep Rock Galactic and Sea of Thieves for people.
Sure you can buy a key anywhere but I love seeing at a glance that an acquaintance has a particular DLC or game to surprise them rather than asking them first. And then there’s a small chance they thank you for the key and pass it on to someone else instead of just telling you they don’t like game, while Steam has a handy decline button.