I also think they are thinking of themselfs as a company, it is a mess to deal with a bunch of returns. However this also ruins the idea of a gift being a surprise plus it can make a lot of people with hurt feelings. Because even if you sent the thank you letter and pretended that the gift arrived, what will you do when Aunt asks you if your enjoying the gift she sent you and why don't you have it on and so forth, is your life going to be one big lie?