A subscription is a good deal for a thing you use every day. Gifts are not that. They cluster around a few dates a year, and in between there is nothing to subscribe to.
The quiet cost of a plan
Plans create the wrong incentives on both sides. The company wants you to forget you're paying. You start making gifts to justify the fee instead of because someone deserves one. Neither is how we want to be used.
What you get instead
- A price per gift, calculated the same way for everyone.
- Free redesigns before you order, as many as you like.
- Nothing to cancel, ever.
If that makes us a worse business, we're comfortable with it. It makes us a better gift.