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My understanding was that the amount of the gift cards counted as a liability on their books, so even though they have the cash, they can't count it as an asset.
I agree, but you are neglecting that gift cards can be used to ensure that a person spends their gift money on something 'fun' instead of on bills or whatever.
Got no problem with gift cards, no problem at all. Give 'em to me and I'll make sure that they're well-spent.