I don't think it is. I always just re-gift (or simply give away) my unwanted gift cards. I think the bigger problem is people simply forget they even got them to begin with... and they become hidden in their wallet or drawer. The big box stores love this because the gift cards are already an interest-free loan...but this way they are just free money plain and simple. So the idea that these startups are going to work with these stores in someway to "solve" this problem seems unlikely.