I almost bought a few but don't like the restrictions on the SW gift cards vs. the Alaska Airlines gift cards that Costco has been selling. For the Alaska Airlines ones I can load it to my AA account wallet and use it to buy tickets for myself or anyone else. The SW gift cards are tied to a single SW account. So if I use it to buy a ticket for myself, it can only be used in the future to buy tickets for myself. I also have to keep track of the value myself, and enter in the card number every time I make a purchase, versus being able to load the value to my online account. Not a big issue perhaps, especially if the ticket you purchase is over $500, but annoying enough that I didn't want to deal with it.