The Wishlist widget allows users to publish what gifts (right now, just music) they want on their social networking profile or blog, and friends can purchase it for them and send it digitally. The recipient receives an email telling them so-and-so bought them a gift.

gBox CEO Tammy Artim tells WebProNews that over a million tracks are available in gBox’s inventory, in MP3 or WMA formats from major music labels such as Universal and Sony, or from independent labels like Iota.

Though the initial release is for music only, Artim says the gBox platform will extend to videos and games, and eventually into hard goods. Mobile capabilities are also planned as the company works out details with the major carriers.

The company also contrasts its more controlled approach to promotion to Facebook’s Beacon fiasco. Instead of defacto endorsements like Beacon provides, users can more actively choose which products or artists they find desirable, and post them to their Wishlist.

"We think it’s a pretty cool way to get in front of the consumer," says Artim, also noting how it’s a follow-up to the popular practice of virtual gifting.

gBox’s Wishlist is only available for PC, but Artim says Mac compatibility will follow.

Unfortunately, this is all being referred to as a “test” – sales won’t commence until August 21st, and according to last100, they’ll end on January 31st.  Also, I can’t help but view Google with a bit of suspicion following its video-related DRM debacle.  But if you can get past those two issues – and the fact that the gBox site doesn’t currently work with Firefox – the idea is pretty appealing.

A press release explains, “Universal will . . . be driving traffic to DRM-free downloads using Google’s AdWords advertising program.  Google ads will connect consumers directly to digital retailer gBox, Inc. download store making the search and buying process as simple as possible.”  And that’s that.

Just to be clear, though, I’ll point out that gBox is not related to Google, and that could be a drawback, in terms of resources and financing.  But as Daniel Langendorf states, “If gBox is successful, and in doing so chips away at the dominance of the ITMS, it will be due more to the allure of DRM-free music and the record industry’s battle against Jobs and Apple than it will be because of Google’s involvement.”

Or Universal’s, for that matter.  It’s hard to criticize the corporation’s latest move, but Universal hasn’t earned a reputation for being friendly.