On the one hand, it's marketed as a tool for sending gifts to your "friends and loved ones." But presumably if you know a friend or family member well enough to want to spend money on a gift for them, you also know them well enough to know or feel comfortable asking for their mailing address.
On the other hand, it's marketed as "Private & Secure: Address is never revealed to sender." In other words, from the recipient's perspective, it's a way to accept gifts from people you DON'T know well, or people you don't trust enough to let them know where you live.
So even though the outward marketing says it's a way to send gifts among friends, I'm not so sure that in practice it's an especially good tool for friend-to-friend gifting.
What it might turn out to be is a good tool for sending gifts to people you don't know well, but want to make a good impression with. I'm thinking sales leads, someone you met at a party and who gave you their number, etc.
Put another way, this service seems best suited for asymmetric relationships, where the gift giver has more interest (either personal or professional) in the recipient than the recipient has in the gift giver.