Consumers hate gift card fees. Congress is banning abusive practices.
American Express got it right: Instead of fighting the trend, they were the first to eliminate fees on their gift cards.
When an industry gets away with practices that anger consumers, the industry usually fights to the finish to defend them.
Until one company sees the writing on the wall. They get rid of the practice and look like a hero, while their competitors keep fighting and looking like anti-customer reactionaries. Big competitive advantage to the first mover.
Lesson: When you see a change coming, even if you don’t like it, be the first to volunteer to fix it. #1 gets all the credit. #2 gets none.