$450 Steel Starbucks Gift Card is for the One Percenters

If you want to show off your status (as a social pariah), we have just the thing for you. It’s a swirling vortex of unabashed excess and consumerism, and it’s one on a staggering scale.

This is a Starbucks gift card made of steel. Why is this gift card made of steel? Because it looks cool. The people trying to push the thing will use fancier words than that, but when all the tripe about status and elegance and style is distilled down to its most basic form, that’s what’s left – it looks cool. What’s really amazing is that the card itself actually costs money – $50, to be exact. You’ll pay $450 to get one of the cards, which will have $400 loaded onto it – the other $50 pays just for the card itself.

Gilt.com, the online retailer that will be exclusively selling these, will only have 5,000 of them. The executive vice president of Gilt.com was quoted as saying, “When you’re waiting in line at Starbucks, the next person in line won’t have it” as a way to entice people to buy the card. If that’s really what makes you want to buy a $450 steel gift card, I honestly don’t know what to tell you.

The thing that strikes me most about the card is that if you have one (or, worse, someone thinks this is an appropriate gift for you), you’ll actually have to use it. You’ll have to actually, with a straight face, hand this to a cashier in front of other people. I’m not saying that luxury is something that is universally mocked, because that’s obviously not the case. What I am saying is that luxury in the form of a gift card can be and probably will be roundly mocked. But, then again, anyone who has the excess cash and will to buy one of these probably doesn’t care too much about that. Which, come to think of it, still begs the question – what’s the point?

Via USA Today

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