. If you look at things from the vendor's perspective, it's a really simple business proposition.  At some point, the vendor "creates" the gift cards and then sells them for their face value or even less.  Almost inevitably the vendor makes a profit from the gift card even if the purchaser spends it immediately on relatively low margin SKUs, because a vendor won't sell something they don't make profit on.  We are simply providing a new way for vendors to sell these gift cards to end users, and for end users to buy them.  The retailer doesn't really care what happens in the middle or on our platform, they just know they were paid for the gift card and they may or may not have to pay out the value of that card in products or services.