Amazon - Can we gift it?

So to the sounds of http://www.youtube.com/watch?v=vD0vHZxAmso&feature=related 

I have to ask the question to @KindleUK , @AmazonKindle & @Amazon "Can we fix gift it?"

Of course, what I'm referring to is the ability for customers to purchase gift eBooks for other Kindle users...

Now as per previous blog entries I'm a big fan of the Amazon Kindle - and last week was my father's birthday, so my mother purchased him a "Kindle Keyboard 3G". Naturally my brother & I both then planned to gift him a number of good books to read - perfect as he had a couple of long haul flights in the week after.

So on I trundled to the mighty www.amazon.co.uk and went to the Kindle store section - only to find that the only to manage this process in the UK is to buy a gift credit voucher, send that to your intended recipient, have them go shopping for the ebook and use the voucher... Not exactly simple, rather painful and most certainly a DIY present :(

Now of course if I'm a gun-toting, burger eating, economy trashing, redneck American this function has existed on the Amazon.com site here for a long time - but for some reason the mighty largest e-commerce site hasn't be able to enable this trivial feature for their international customers...

Honestly, does it really need to be this hard?