Lots of deals for phones during holiday season.
Think Best Buy has similar $200 gift card for Black Friday. Target $250 gift card.
For those on installment plans (att next, Verizon program (whatever it's called/not edge anymore) it's a great deal.
I am on older att family talk subsidized plan so can in theory add a line with att next and get these gift cards. But I could just as well do subsidize pricing and cancel data and keep $9.99 line active for 20 months before next subsidized upgrade.