Are they physical gift cards, or e-gift card codes. If the later, one obvious advantage over other payment methods is that they can be delivered by email or by a web page.
I think most people would prefer that to receiving a check in the mail, or cash in the mail, or supplying banking details for a direct deposit.
They seem to have cards available for multiple merchants. If they have a decent selection there should be something available from a merchant a given subject actually buys things from. If so, a gift card is pretty much as good as cash.
Gift card code distribution is also much easier to automate and track. I'm in a small research lab and we recently moved from cash to gift cards. It's much easier to distribute both physically and digitally.
I think most people would prefer that to receiving a check in the mail, or cash in the mail, or supplying banking details for a direct deposit.
They seem to have cards available for multiple merchants. If they have a decent selection there should be something available from a merchant a given subject actually buys things from. If so, a gift card is pretty much as good as cash.