The tax free gift rate in the USA is a pretty good amount, relatively speaking compared with your mentioning your €2690 per person per year rate.
The correct gift rate is infinite. The specious argument that the government helps create the environment for commerce and therefore deserves a share (a lion's share, apparently) of sales and income is specious enough. That it somehow contributes to the interpersonal relationship that leads to gifts of sums of money is a completely unjustified position. The only actual interpretation of the gift tax is "I sees it and I wants it."