Amazon GC = cash

In my mind, Amazon has succeeded in doing something that no other merchant has: it has created a currency that's as valuable as cash. I buy enough stuff on Amazon that I know I'll eventually consume any Amazon gift certificate I receive, and thanks to their generally reasonable prices, Super Saver shipping, and lack of California sales tax, I don't feel that I'm paying any penalty for buying something from them instead of locally.

In other words, I'd pay $50 for a $50 Amazon gift certificate. But not everyone shares my view.