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So am I to understand that GiftRocket's whole business model is predicated on the belief that giving cash is rude?

Yup.

"GiftRocket combines the thoughtfulness of a gift certificate with the flexibility of cash."

Gift certificates are an $80B market in the United States, with a business model more or less based on the same belief.

But in all seriousness, gift rocket is not a gift certificate, it is cash.

I have a whole pile of certificates like that in my desk. I call them “checks”.