Not that shit again.
You can't use those for anything else than buying at amazon. They are prepaid vouchers, nothing more nothing less.
I wonder why you think where it starts is where it ends. I hope you are right.
As much as I might wish for it to never come to be, what is to stop a company such as amazon to grow a "voucher" coin into a more general form of payment. Their limited purpose release is akin to a beta release. Don't ignore the light at the end of the tunnel.
I'll put forth that this could be a good thing for BTC, as people could become more comfortable with cryptocoins in general.
If we don't address some of the BTC market challenges, then I believe BTC could become marginalized. I think that the BTC community and VC community are working hard to address the challenges.
Such vouchers would lose the major attraction of Bitcoin - anonymity, decentralized, and free banking. You're essentially describing LR/Moneybookers/PayPal etc etc.