It's tacky and pretentious--but this isn't even my biggest problem with it. I wouldn't want to foster that sort of entitlement in my kids. When we're planning a birthday party, there is never any talk about gifts--even though my kids know that party guests usually bring gifts.
We also don't make "Christmas Lists" or "Birthday Lists," though. Sometimes my kids mention something they would like and I might respond with, "Well, I'll remember when your birthday gets close that that's something you might like to have. To be honest, I've almost never gotten them one of those things (because it's usually just a passing-by-something-in-the-store kind of thing, like, "Oh, Mom, I want one of those," and then it's forgotten), and they've always been happy with whatever gifts they receive, whatever the occasion.
We also don't make "Christmas Lists" or "Birthday Lists," though. Sometimes my kids mention something they would like and I might respond with, "Well, I'll remember when your birthday gets close that that's something you might like to have. To be honest, I've almost never gotten them one of those things (because it's usually just a passing-by-something-in-the-store kind of thing, like, "Oh, Mom, I want one of those," and then it's forgotten), and they've always been happy with whatever gifts they receive, whatever the occasion.









How one does birthdays is a family/culture thing, and expectations can be high or low. My kids expectations are lower than mine were, because our family culture is a little different than it was when I was a child.