User blog comment:VileCritic/If You Hate Someone, Then Send Them a Gift!/@comment-4994728-20120902013802

The changes to gifting have made gifting useful for lower level villages... a low level village can give x which costs them nothing and in return from a much higher level village, receive coin and resources that are of higher value.

I made the "mistake" of returning a gift to a village and within minutes received 2 more gifts from that same village. I don't know if that village is needing for social currency or the "nicer" gifts in return LOL.