Take the holiday season as an example, particularly Christmas considering most Americans are Christian. People usually buy other people gifts in the expectation that they, too, will be receiving a gift. On Valentine's day, a couple is automatically expected to buy each other gifts because, somehow, that proves one's love. And I think we all know the consequences of not buying your "lover" a gift. That is a somewhat tainted ritual of buying love.
By the nature of our society there cannot be a free gift. We are a people who give rarely for the sole purpose of giving. In every instance I can think of, there is always some sort of motive for the giver. Some sort of repayment. Whether subconscious or tangible, there's always a reason.
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