Gift cards are one of the worst (from a consumer standpoint) and best (from a business standpoint) ideas in the world. Purchasers become an instant credit source for a zero-percent (or better) loan to a business. The recipient gets a gift that says "you're important to us, but not important enough for us to know what to get you." It's like handing over cash, but without the flexibility, and often with the paradoxical arrogance of--despite not knowing what to get someone--thinking that you know someone enough to constrain their purchasing choice to a single card's redemption.
Even the weak become strong when they gather. I am most impressed.