A couple years back, a friend bought me a one year gift subscription for Britbox[0].
When I tried to activate the gift subscription, the site refused to allow me to do so unless I provided them with a credit card number.
Which, from a practical standpoint, makes no sense as it was a gift.
I wasn't going to provide these wankers with my credit card number[0], so I then had to have an awkward conversation with my friend as I didn't want her to pay for something I couldn't use.
To their (very minor) credit, Britbox did refund the cost to my friend.
[0] AFAICT, much of the subscription industry relies on having your credit card details so they can continue to bill you. Especially with annual subscriptions, as most folks will forget about it until they see the charge on their credit card statement. Then the subscription service has another year for you to forget about it again. Rinse and repeat.