The key to successfully implement this software is, above all, not forcing anyone to send a thank you or a gift if they do not want to, or if they do not feel it is genuine. An employee could use this software and never send or receive a thank you card. I do think that that particular possibility would become very unlikely, because the software makes it easy to show gratitude.
I agree with your idea that gratitude should be a genuine part of company culture. According to your own experiences, it seems that the key to this is communication with employees in order to know about their personal lives. Do you have any ideas for how this communication can be fostered in substantially large companies, where employees vastly outnumber management? What steps do you think a company should take in order to budget for presents such as the scooter you mentioned in the article? Do such presents create resentment in employees who do not receive them? I'm interested to hear your thoughts.