In-app GIFT THIS GAME popup

You buy a hot new game on super sale, wait for it to download, launch it, get all settled in to play, and then a box pops up saying "GIFT THIS GAME! Go to the iTunes App Store Now. Pull down the "Buy App" arrow and select "Gift This App". No, Thanks. YES." -- is that smart marketing on the part of the game company or an obnoxious intrusion into your gaming?

Fair exchange and helpful reminder for the cheap $0.99 or GIFT THIS GAME! and YES all caps, shouting at you?

When it comes to in-game popups asking you to gift the game, which is it? Smart or obnoxious?