[wallabe]

True. But my point is that tons of people already use gift cards even though you and I can agree it may not be a rational choice. There's something about the psychology of giving/receiving cash that our culture has not really accepted. It's not thoughtful enough even if you suggest where the recipient spends the money. If they can make Gift Rocket socially acceptable (by playing on the inherent problems with gift cards today) then I think it could be big.