Isn't that the concept of a gift card, that it benefits the retailer?
It isn't like sending cash, that the recipient may use anywhere. The
card itself must cost money.

I WOULD RATHER GIVE SOMEONE THE GIFT OF CASH OR BY CHECK RATHER THAN A GIFT CARD FROM A RETAILER. THE PERSON THEN CAN BUY WHAT EVER THEY WANT AND GET FULL VALUE. RATHER THAN BE COERCED INTO BUYING SOMETHING ELSE FROM THE SAME RETAILER BECAUSE THEY CANNOT GET A FEW DOLLARS BACK. YOUR CHOICE BUT A LOT OF FOLKS DO NOT SEE WHAT THEY ARE GETTING INTO WHEN GIVING GIFT CARDS. THEY ARE A HASSLE ALSO.