Right, so, my point still stands. You're going to the extra effort of purchasing those gift cards and then liquidating them (either on organic spend or paylaying that into more manufactured spending), but it's still extra effort to get that 5%. You're obviously happy to do that, but not everyone is, either because of the time / effort commitment, or because of other downside, such as loss of purchase protections or potential account repercussions, etc.