"..the "Thoughtful gift" department."
Giving cash, I would agree with you but not gift cards.
I give gifts to the grandkids; there is nothing like watching small faces light up when a present is opened, and they always announce well ahead of time what they want Santa to bring.
Adults are a different story. I either don't know what to get for my grown kids or, if I do, I can't afford it. I do, however, know which stores they like to shop and a card for the right store at least says I pay attention. Then they can at least get something they really want and no one keeps a gift they don't want for fear of hurting your feeling if they return it.
I try not to let "The Man Show" be the guideline on how I conduct my life (at least most of the time).
I have to agree that basing your life decisions on what you see on the Man Show is probably not a good idea
Also, gift cards are a great gift. Using your example, if a person went to the Gap and spent $50 on something you didn't want then how would you be any better off. You could return it but then you face the problem of possibly hurting the giver's feelings and in either scenario you still have to physically go to the Gap.
With gift cards you don't have to know the person's size or what sort of clothes they prefer. If you know the store they like then that is good enough.
Gift cards also keep your house from filling up with useless "thoughtful" junk that people buy you Christmas. I'd much rather receive a $15 gift card from someone not very close than even a $30 "thoughtful" gift.