Personally? I think it's terrible for anyone but Facebook.
The downside is the lack of customer information and not being at the center of the brand experience, he said. Facebook doesn't share the credit-card data it collects to fulfill orders with its partners, and in some cases -- like when someone's trying to buy flowers -- it's hard to make out who the seller of the product is. (The likes of Starbucks and Target have their logos boldly displayed for those who buy gift cards, however.)
"In a sense you're helping Facebook acquire credit cards at a very cheap cost," Mr. Shah said. "At some point they'll have to start to supply [more] information or we'll have to pull back on our rev-share rates."