AFAIK in most games or storefronts with a real-money exchange pipeline, the resulting units are simply not gift-able. Being unable to exchange value with other users makes it qualitatively different.

In other words, you spend regular money for company-points, but thereafter you can only spend the company points on things that cannot be transferred. While there is certainly a cynical aspect to locking up customer funds, it makes it a lot easier to handle things like fluctuating currency exchange rates, and simplifies refunds within the points-store.