Sending gift cards to get calls. Where's the moat? (I will not promote)

I've noticed this new wave of sending gift cards when a prospect goes cold. For example, I had a recent sales call with Rippling and they gave me $150 in an Amazon gift card. I also had a call with Vanta and then said I was considering going with another SOC II provider. Vanta sent me a $50 gift card just to hear my thoughts on why. I think this is a great strategy, but it makes me feel like the moat for these huge companies is just money at this point. How is it at all profitable for them?