Overstock could issue their giftcards directly on Bitshares as a User Issued Asset which represents Overstock giftcards.
Then we would purchase those giftcards on the Bitshares exchange just as we would purchase BitUSD or user assets. These giftcards would not be market pegged so Overstock would issue it themselves. These giftcards would be legal digital IOU tokens and treated as coupons or vouchers which anyone can send to a Ripple Gateway or to Gyft.
To make it all work the Bitshares community must collaborate with Gyft, Ripple, Stellar, and entice corporations to offer giftcards directly through the Bitshares platform. If we work at it we could possibly get several big companies to do it before the holiday season.
VinnyLingham @ https://twitter.com/VinnyLingham
Amazon gift cardshttps://xrptalk.org/topic/2860-thinking-of-starting-an-amazon-gift-card-gateway/-edit-
BitAssets can also be made redeemable through a similar process. This could someday allow us to trade NASDAQ stocks and real world commodities on the Bitshares chain through the IOU process (and integration with brokerage firms) turn it into actual stocks. The reason that is impossible right now is political rather than technological. The SEC is doing everything in it's power to delay implementing the JOBS Act and Wall Street is not yet integrated into the Bitshares ecosystem.
A priority in my opinion should be to also build contacts in Wall Street. Making Bitshares X compatible with the FIX api through some kind of extension would be the way to go about it. In addition it might be a good idea for delegates to focus on building the necessary contacts, and getting whatever licenses needed to be actual stock brokers if it is possible.