Cool. I know Nintendo did it first, but digital content is a bigger deal now than ever, a d sending someone a code for a handpicked set of games seems more personal than a $20 card.

I always wondered this, if you buy a $20 card from Amazon, do they send you the actual card, or do they just e-mail the code to you?

In the Netherlands you have both flavours both for Sony and Microsoft.

You can choose to get the code in your email direcrly or get a small actuall card where you can scratch the code off with a coin

I agree that physical offers a lot more to the consumer right now.  But, when MS tried to implement some of the things you mentioned around the launch of XB1, people shit a brick.  So, I don't know that its quite a black and white as you (and I) would like it to be. 

In any case, how does this apply to the giving of digital gifts?

Even without the things Microsoft is doing if you look at how many games are being sold digital on Playstation Store, even above retail price for games like Horizon Zero Dawn, the digital market is just a very big slice and even before all the stuff happens that you want, which might not even all come true, digital will become bigger.

The Pre-used market bangs a big share from the physical market too and there are just a ton of people who only buy 1-6 games a year and just want to have it, download it and be done. I've also talked to some friends who simply don't want to swap the discs and/or use streaming to play their games from console and then digital adds a ton of value.

Making a long story short: I agree with you 100% but not everyone is like us and the better digital gaming becomes the beter it is for everyone and at least MS/Xbox is taking some steps for the better recently, lets hope others follow