I don't see a gift card as much more thoughtful than cash, but there's at least the slight push of "use this to spoil yourself" when it's something indulgent like Starbucks, the liquor store, Steam, whatever. Versus cash where you may have given it with that intent, but it just as easily ends up folded into the general pot and becoming something boring like gas, groceries, whatever.

Yeah exactly. As the article points out, if you give someone a gift card to a book store knowing they’re an avid reader then that person will presumably use it to buy some books they really want to read. Then when they’re reading they’ll think of you and feel good. On the other hand, if you go out and just buy them some books they might smile and thank you sheepishly but then those books might sit unread on a shelf forever.

People’s tastes can be very specific and so it may be very difficult to buy them a gift they’ll truly appreciate and enjoy unless you’re very close. It’s much easier to buy a gift card for a retailer (coffee, books, video games, makeup, fashion) in their area of interest than to try to buy something truly suited to their tastes. This is especially the case for casual acquaintances such as coworkers.