This is likely the in-house rebranding of Karma, a gift giving app they purchased back in May [1].<p>Also seems to be a play for monetization on the mobile platform. From the mashable article, linked:<p><i>At the time, Linden said that the majority of the gifts sent from the app were actually done via SMS.</i>
<i>“The average response rate for an SMS gift is less than 60 seconds,” said Linden. “Email is four to five hours. On Facebook, it’s a day.”</i><p>[1]: <a href="http://mashable.com/2012/05/18/facebook-karma/" rel="nofollow">http://mashable.com/2012/05/18/facebook-karma/</a>