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Seems like you're arguing against gift cards in general. $100b worth of gift card spending suggests other people feel differently. Maybe you're not the target market?

http://www.emarketer.com/Article.aspx?R=1005802

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$X is worth $X in gift cards. I'm fine with that. I hate the idea of paying this company when they don't add any value.

It really depends on whether the cost is worth avoiding the effort to get the gift card and send it to your friend.

I don't see a lot of value add (as a giftcard replacement) for vendors who are already selling gift cards online.

"Don't add any value"? I thought the idea/value was to give people the option of sending gift cards for any business. That Mexican restaurant you keep referring in your examples may not even have a giftcard program.

It wasn't a gift card in my examples. It was cash. Or an American Express giftcard. Just like you'd be getting with GiftRocket, except GiftRocket wants a cut.

It wasn't a gift card in my examples.

That's what makes it invalid as an example.

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