The industry has a word for the part people resent: breakage, the share of face value that is never redeemed and simply becomes retailer revenue. Around 10% of cards went unspent in 2006, worth roughly $8 billion to retailers that year, and by 2012 estimates ran above 20%, with about $55 million a day going unredeemed in the United States. That is why gift cards are regulated in a way ordinary gifts are not. The US CARD Act of 2009 set federal minimums that took effect on 22 August 2010: no expiry date less than five years after issue, no inactivity fee until a card has sat unused for twelve months, and no more than one such fee a month. Canada went further: every province banned expiry dates and fees on retailer cards, and federally regulated network cards have been barred from expiring since the Prepaid Payment Products Regulations took effect on 1 May 2014. The social objection is separate and older: a gift card removes the work of choosing, which is the part a gift is supposed to carry, while still doing the job cash is considered rude for doing.