wouldn't it be just as easy to email your friend telling them to download the bitcoin client and to give you their wallet address so you can send them the coins directly?
If I were to send my mom an e-mail right now saying "Hey, I have 5 Bitcoins for you. I need you to go to bitcoin.org and download the client, then send me the address it gives you, then I will send it to you." it would seem like more of a hassle than a gift.
If instead you got an e-mail that said "You just received 5 Bitcoins from Michael with the following message: 'Happy Birthday'. To spend these Bitcoins click here to download the Bitcoin client and here to retrieve your coins (Save to XYZ folder)."
"Once you have done so, here is a list of recommended sites for you to spend your Bitcoins..."
Easy coordination for the person sending, there is no back and forth between sender and receiver.
I agree that the middle man thing sucks. But it would be more of money flowing through as opposed to large quantities of BTC sitting at some company's server.