If 100% of their customers abandoned them December 7th because they did not like the idea, then it would be bad practice from a financial perspective.
Business is not unilateral, despite what many corporations apparently believe.
Only give us money more frequently, otherwise you might give us too much money, which we’ll happily keep without giving you what you originally paid for.
How often do gift cards lose their balance after 12 months? Seems like a bad deal for consumers.