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I think it's great that Amazon has introduced this option. I think it's terrible that the writer of that article erroneously claims that they are the only one with that option. Kobo has had it for some time.
Personally, I prefer to get gift cards. After years of receiving stuff I didn't like (both books and other) I eventually gave my family a list. A gift card gives *me* the choice - and I like that the gifter has let me choose.
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