It's evidence, surely, of the extent to which American relationships have been permeated by commercialism. Friendship has no inherent costs - but pervasive marketing can create expectations of cards, gifts, socialising in expensive bars and restaurants, or other paid activities.
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@GeofCox @NatureMC
I find it intuiging that these examples are often mentioned as important in non-market economies. Mutual gift giving, food sharing, both with a ritual character, often in public, with complicated status implications attached to reciprocation.