Yeah, how about this: when I get a gift card, I a) discount the gift about 50% based on EV and b) consider the giver kind of stupid for wasting money like this. It's like the opposite of being impressed with someone for getting a good deal. "You spent $5 and this is worth $100 to me, awesome!" versus, "You spent $25 on this and it's worth $10 to me. Yay." Everyone just fucking loses. (Like you, I am surprised at my vehemence - perhaps pg is right that writing and thinking are one and the same, and I'm just late to the epiphany that I absolutely loath gift cards. So much so I wouldn't even mind being known as "that guy who hates gift cards so much".)