I love gift wrapping because it's a creative endeavor that anyone can enjoy. It's infinitely customizable to your own tastes and the tastes of the person you are giving the gift to. For an example of how beautifully gift wrapping can reflect a person's style, see these beautiful images from Geninne of Geninne's Art Blog.
Just gorgeous! She scanned a small painting she made, then repeated the image a few times in Photoshop. The result is a design large enough to use for creative gift wrapping, not to mention gift wrap that exudes her signature nature imagery and love of life. It just makes me happy to look at it.