I base most of my online purchasing decisions on customer reviews. Actually, to be more precise, I base most of my online purchasing decisions on AVERAGE customer reviews (I rarely bother to read the individual reviews). However, on this occasion I was intrigued to understand WHY/HOW-ON-EARTH an Amazon gift voucher could attract 13 negative (1 star) reviews on Amazon's own website. To be clear, what we're reviewing here is a GIFT VOUCHER IN A BOX. Amazon have obviously decided that in order to justify the cost of manufacturing a special box in which to house the gift voucher and also the cost of placing said gift voucher into said special box, the starting value of said gift vouchers should be £40. This probably provides the necessary margin of profit to justify the box manufacture and the gift voucher placement therein. This is understandable. This is NOT SOMETHING THAT ANYONE SHOULD BE GETTING THEIR KNICKERS IN A TWIST ABOUT. Yet almost ALL of the negative reviews have been written by people complaining that the STARTING PRICE of a gift voucher in a box is too high! What???????? If you want to purchase a gift voucher for a value of less than £40, there are many other options for doing so. This particular gift voucher, in a special little box, starts at £40. If you can't afford £40, BUY A DIFFERENT GIFT VOUCHER!!! Or take your business elsewhere. Do what you want... but don't waste your time (or mine) writing negative reviews, bitching about the STARTING PRICE OF A FLIPPING GIFT VOUCHER IN A BOX. If you want to buy a gift voucher in a box, stump up the money people. If you don't have £40 to spend on a gift voucher in a box, buy one that's NOT IN A BOX!!! What's wrong with you???