Do you think that gift cards and money are suitable presents?

So, I have a friend that thinks that a good present has to be an actual present that you buy and can't be too cheap and is completely against getting gift cards and money because she says that they are bad, effortless presents. I don't know many people that give money as a present, but my family does it a lot. I do not believe that gift cards and money are effortless because there is the effort and work that it took to make the money in the first place. What's your opinion?