Yeah this is a clear move into the mainstream. I've seen a few projects around that center around giftcards in an attempt to give people an easier way to spend their money. It's a good concept for sure. Certainly would make more people think that they can use bitcoin.

I wonder what the tax obligations would be on that? How do they handle reporting? Or maybe coinbase is just reporting everything in your account anyway, and it doesn't matter if it goes out through the gift cards or not.