Earlier quoted context omitted.
"Don't add any value"? I thought the idea/value was to give people the option of sending gift cards for any business. That Mexican restaurant you keep referring in your examples may not even have a giftcard program.
It wasn't a gift card in my examples. It was cash. Or an American Express giftcard. Just like you'd be getting with GiftRocket, except GiftRocket wants a cut.
That's what makes it invalid as an example.