Extreme laziness and/or near-fatal cuteness? On the laziness side, having to cut something else and write more than 2 names can be too much. On the cuteness side, some people like having gift tags with adorable images of kittens playing santa and whatnot.
I don't think you're missing anything, any more than people who like to use curling ribbon are missing out on understanding the purpose of bows or gold elastic cord. I sometimes do use the strip of folded matching wrapping paper with a written message -- and I sometimes use tags (which are sometimes sticky, sometimes tied, sometimes need to be taped, sometimes big, sometimes small), sometimes use boxes, sometimes gift bags, sometimes use cloth ribbons, sometimes curling ribbons, sometimes bows, sometimes little bells or paper cutouts of christmas shapes if I have them on hand and/or I'm getting super fancy (not often, but it happens). I like variety!
My mom used to save the Xmas cards we received and cut them up the next year to make tags; they were decorative, and it was something to do with the cards other than throw them out or save them forever.
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