Facebook has rolled out “The Facebook Card,” a complicated gift card you can send to friends via Facebook’s online store, Facebook Gifts.

The idea isn’t hard to understand from Facebook’s vantage point: The social network gets a nice cut of your spending, presumably, when selling its own gift card through its own online store.

But from a consumer standpoint, the Facebook card is confusing. You buy the Facebook Card in the Facebook Gift shop, but you can’t spend the card in that same gift shop, so your gift recipient ends up with a card stamped “Facebook” that can’t actually be spent on Facebook. The card can be used at multiple retailers, like a pre-paid Visa card, but unlike a pre-paid Visa you have to specify when loading the card how much money is allocated to each retailer. Also, you manage the card with an app, but you can’t use the app as a payment system.

Finally, the Facebook Card can be used at any of four retailers, which have basically nothing in common with one another: Sephora sells cosmetics, Target sells general consumer goods, Jamba Juice sells smoothies, and Olive Garden sells a cut-rate imitation of Italian food.

The Facebook Card feels, in short, like a product designed by a recent business school graduate trying, overexcitedly, to squeeze some extra marginal revenue out of Facebook’s massive user base. And yet Facebook doesn’t need that extra revenue; the company just got done telling Wall Street, on an earnings call yesterday, not to expect any near-term revenue growth from Facebook Gifts.

“For the foreseeable future the most important thing for us is to continue building out great consumer experiences around these products,” CEO Mark Zuckerberg said on the call.

The weird Facebook Card hardly looks like a “great consumer experience.” One can only surmise, or at least hope, that Facebook, always eager to experiment and iterate, has some plan to turn it into one.