Birth lists are a bit like wedding lists: it is great for those who receive the gifts but it can sometimes be binding for those who offer the presents (shop imposed, budget etc..).
For instance, your friend fell nose to nose with a very special security blanket that would please you for sure! However, the security blanket is not on the shop list.
Zoutch! offers happy parents to list the gifts without the constraints imposed by a shop, leaving the door opened for a more personalized and spontaneous gift.