"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 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.