I bought my first PSN game recently (Battlefield 1943) and I am loving it. I am a staunch supporter of digital distribution as the concept is right up my alley. I have bought several games on GOG and Steam in the past, both of which have an option that allows you to gift a game or games to friends simply by inserting their user name or email address. I have used that option before when amazing sales were on that simply couldn't be missed and it was easy as pie. I am admittedly no veteran when it comes to PSN but I simply couldn't spy an option that allows you to gift games to people on your friends list.
The point of this thread is to tell me how to gift games via PSN and if that is not possible, how many of you would like such an option to be available on PSN? It seems to be a pretty standard feature when it comes to digital distribution and Sony obviously wishes to go that route to some extent. They have to continue appeasing physical retailers, however, but allowing a gift option surely wouldn't affect physical retailers that much, especially since the vast majority of full games are not available via PSN yet anyway.