[wallabe]

How many billions do people spend on gift cards each year? Must be a multi-billion market...and that's constrained by the fact that with normal gift cards merchants must actually opt-in to start offering gift cards. With this it seems like they're able to expand the market by offering "gift cards" to places that haven't opted in or signed up. That's brilliant.

[mahmoudimus]

This is essentially the gist. Plus, it's super simple to send a GiftRocket. It's usually very painful to get a gift-card at stores, like, me physically being at the location.

This is much more convenient.