Scrapping the gift cards seems a strange idea -- maybe they were TOO popular !!
After all, (if I understand it correctly), gift cards meant credits and therefore $$$ being taken out of this site and spent elsewhere. Outlets that you have no affiliation with and therefore no kick back from ?
Seems they can now only be spent on, in game goods, WGT merchandise, or with others you have an understanding with.
I may be wrong as I am not good enough yet, to have had 1st hand knowledge of the 'Elite Collection', but I was looking forward to the day I was and reckon I would've felt a great sense of achievement earning my 1st gift card.
OTOH, it makes perfect business sense as all $$ put into the game will now stay in and around the game, they'll just be floating around in a bubble of manageable options.
On a final note anything said here is unlikely to change this obviously well thought out strategy, but 1 month is not enough time. A member might've been amassing credits for a year + to get the gift card. Give them enough time to complete their mission, 3 months say and lets not have another R11s Driver debacle.
Edit: And the views for credits mess..:)
Andy