I have no snobbery about gift cards, especially if they are given to someone who has a passion for a particular store/service/whatever - then they get the understanding that you took the time to pick the right gift "place" and they get the pleasure of spending it on whatever they please.
The only awkward thing about gift cards is that they have a monetary amount very apparent. Sometimes people get caught up in that number and give it too much importance, I guess.