You're right, generally, they're not getting $100 off their xBox. I don't know, you'd have to Google it to get the statistics, but $100 gift card generally only costs Walmart around $70 - $80. Lots of people never use them, just throw them in a drawer and let them expire. Loads of others with use them once, then let the remaining say $18 balance expire, etc.
That's why companies love letting us know what wonderful holiday gifts they make.

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