What happens when someone doesn't mark a sent key as "recieved"?

The winner has not redeemed my gift, and I'm unable to get into contact with them. How do I proceed?

If you've been unable to reach the winner of your giveaway using e-mail and Steam after seven days of your giveaway ending, and they have not yet activated or redeemed any keys or gifts you attempted to send, please contact support to request a new winner. When creating a ticket, we ask you to include data that suggests you made an adequate attempt to contact the winner, such as screenshots of e-mails, friend requests, or gifts pending on Steam. If the request is approved, a new winner will be generated by the site.

The winner has redeemed my gift, but not marked it received. How do I proceed?

If your gift has been activated or redeemed by the winner, and they have not left feedback after seven days, please create a support ticket to request received feedback. A support member will review and ticket, and if the gift is activated on the winner's Steam account, approve the ticket and update the feedback to received.

it also makes cg cry

View attached image.