Yeah, they love the gift card angle precisely because 10% goes unredeemed and the rest encourage even more money because the item it's being redeemed for is more than the card's denomination. It's a huge ripoff, much like the diamond company convincing us that it's not true love without a rock that, if the public ever decided to all sell theirs at once, would have oversaturated the market to the point that they all would be worthless.

Now THAT is quite a scam, but a rant for another time!