When it comes to Christmas presents do you give gift cards?

I have heard several people say that gift cards are a cop out.  I've heard it said that they aren't personal enough.  Then on the other side, I've heard people say that they are great gifts.

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I personally love gift cards.  I love receiving gift cards.  I'm picky when it comes to stuff so when I am gifted a gift card I get super excited.

So what side are you on when it comes to gift cards.