Look how useful and not pointless it is! Look how good it makes people feel, how it provides value (giving to the less fortunate) while compounding that with a captivating experience (animation)! I even almost forgot this was eBay.
We should be thinking more about intuitive integrations between the real world and digital. And, because you can't say that kind of thing without an associated buzzword, industry people are calling this golden solution "SoLoMo" -- a contraction of social, local and mobile. This combo has great natural implications for tourism and hospitality, but also consider how intuitive executions can change our everyday experiences, too.
Like this eBay thing. This time of year, everyone's susceptible to holiday altruism and the spreading of cheer, qualities which extend themselves nicely to social sharing. Make it as easy as possible for users to cash in on emotional investments they're already looking to make, all day long as they traverse those chilly streets, clutching their peppermint lattés and passing fleeting smiles of hope at small children and the grizzled homeless.