I think this will hurt SE's bottom line, but possibly less than the fraudulent purchases and chargebacks were. I think less people will use the mogshop now. It sounds like we can't just order something and get a code and then give the code to someone. Unless I'm misreading it.

Frankly, if I was going to gift someone a mogshop item in game, I should be willing to transfer them the cash and let them make the purchase (or keep the money).