What's the bloody point? American Express Gift Card...

So I'm standing in a safeway, at the register. There's an American Express $100 gift card. You pay $105 for it ($5 fee), and get a $100 gift card that can be used anywhere..

Maybe it's a culture gap thing. I have only been in the US for 4 years.. But wouldnt it be better to just give someone $105?

What's the bloody point?