I've had that happen too, I thought "How rude!" Last night, it was Love Day and this couple were only just starting out their relationship so I thought the holiday would be great boost to their romance. She gave him flowers, which he liked and he gave her a flowers back, which she didn't like and it made their romance take a hit. I was like "What?? that can't be right!"
I have seen it for friendly gifts too. Maybe it should only be happening for funny or mean gifts? It's quite rude to show disapproval of a gift, or at least that's what I was taught as a kid. If you don't like something, smile and say thanks and do what you want with it at a later time. :p