I think I've come to accept that my gift cards will expire at some point. I'm not sure I'd be horrifically broken up if I went to use a card after a year, and it was no longer active. In fact, if the card worked, I'm not even sure I'd notice to appreciate the company's noble efforts.

Granted, a great user experience should be so seamless that the customer never even considers it, but I'm sure that there are some great brands out there that allow their gift cards to expire. I doubt their image has struggled enormously. Can anyone name examples or give stories?

I love the spirit of the article, though. Arbiters of the truth, indeed.