They do!
I'll have to dig up the announcement of those items, but I think they include a Disney Gift Card in the amount of a one-day ticket for the birthday person. Or you can select a special FastPass that would allow the birthday person and 5 of their guests to enter the FP lines for the rides in that park -- I'm not sure if it's all day or if it's like the Dream FPs of the Year of a Million Dreams promotion. I believe there are other options as well...
Eileen