The annual exclusion for 2010 is $13,000 per recipient. A couple can give $13,000 FROM each person (2x 13,000) TO each person.
So, if a couple is giving to another couple they can give 4x $13,000 or $52,000 this year.
I know of a situation where the Mom of the family was giving away the maximim gift to each of her three kids every year, then she had a spike in her medical expenses and ran out of money, except for her SS check.