Well there is alot of ways you could interpret this type of marketing. The gift cards are a "loss-leader"The gift cards are the vehicle in which new owners of 4K tvs will find Ultraflix. It takes money to make money. Just like a "free oil change" at a service station or "rewards" for spending money. You have to go to ultraflix, spend the money to receive the reward. This is a very effective marketing tool. The cards are also able to be tracked (imo) when you enter in the code, this tells the back end where the card was redeemed from and who you are, (location). This will enable Ultraflix to identify what region and what type of marketing the card came from and how well it responds.