My guess is they sell those gift cards in a low enough of a volume that costs associated with procuring the gift cards is so high they need to charge more.
My guess is some merchants give them a better price for the gift card, for instance clothes sellers that have a large profit margin.
THis may be true, but I also think that in general, if a merchant is selling a lot of gift cards to a single customer, they will offer a better deal.
(getting KYCed to buy a pizza!) is utterly ridiculous.
Isn't it enough the pizza guy knows where to bring it?
I actually somewhat understand this. Buying a pizza and giving a very large tip via bitcoin might be a way to launder money, which is what KYC is supposed to
prevent track.