Buying someone a gift card is another way of telling them that you're a consumerist idiot who doesn't give a shit about them. "First and foremost, I don't care about you at all. That said, instead of giving you $20 in cash, I'm going to give that same $20 to BestBuy and force you to shop there or forgo my gift in its entirety, because I'm an imbecile." Intelligent people who don't give a shit about a person will always go cash.