No no, you don’t understand. Just like imperialism, it’s only bad when “the West” does it.

This is exactly it for me. If you give me cash, I will appreciate it but just end up saving it. If you give me a gift card I will use it to buy something I wouldn’t have otherwise.

Plus, you can be more intentional with gift cards. Was your dad talking about how much he’d like a new fishing pole? Getting him a gift card to an outdoors store shows you were paying attention. Maybe your wife really likes manicures but never gets them for herself. A gift card to a spa shows thought.