this strikes me as an interesting development in services offered by online stores. if you’re late sending a present there’s no need to apologise personally any more if other shops follow the examples of figleaves and take the blame for the delay upon themselves:

Choose your gift and then select ‘blame it on us’ in Gift Wrapping. We will enclose a card in your shipment taking full responsibility for any lateness.

i think if i received something like that i’d not think much of a shop that couldn’t ship on time, and if i was sending something late myself i’d just stick with the traditional apology message. they must think there’s a market for it though.