True, but I also share your fondness for the site. I think it is a reaction to the kind of accessible consumerism we now have, where basically we can order anything we want, from anywhere, at anytime, and have it shipped to us. This site is almost like buying into a Secret Santa club, where you have no idea what you will end up getting. (Although from looking at the site I worry that there will be too many gift cards and not enough of the odd bric-a-brac that would carry more charm.)
But why does one want to pay a complete stranger to be your Secret Santa? I guess I could set up a monthly gift to my depressed friend? But sending her monthly postcards would probably mean more.
My sister is on craft forums, where people do swaps, which is rather like Secret Santa at a random time of the year. These are at least people who have been communicating, and it’s handmade stuff. It does strike me as a way to acquire yet more useless crap, though (betcha didn’t know some people crochet tampons!).