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Because gifts are supposed to be about the thought that went into their selection, and the gesture, rather than an envelope full of money.
A gift certificate is not as good as a well chosen present, but it is better than cash, since some effort had to go into selecting the store.
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"Socialism is a philosophy of failure, the creed of ignorance, and the gospel of envy, its inherent virtue is the equal sharing of misery." - Winston Churchill
"All men dream: but not equally. Those who dream by night in the dusty recesses of their minds wake in the day to find that it was vanity: but the dreamers of the day are dangerous men, for they may act out their dream with open eyes, to make it possible." Seven Pillars of Wisdom, T.E. Lawrence
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