Best Buy Finding More Ways To Cash In On Unused Giftcards

First Target made this year’s gift cards into digital cameras, and now Best Buy has released theirs integrated with a 3.5mm jack to plug into any audio player.
Giftcard makers trying to increase the value of the gift card for the consumer, or are they just trying to make them cool enough so you want to keep them instead of spend them?
Last year Best Buy made $43M in unused gift cards. Hmmmmm