Never buy it at $10,they always have coupon codes for like at least 60% off so you would pay $4 for the $25 certificate.A couple of years ago they always had 70%-80% off codes all the time,with the occasional one once a year at 90%,today it's harder to find them at 70% or higher but you can still get them at 50%-60% pretty frequently.I used to buy these all the time but with the fewer discounts and fewer quality restaurants I just don't anymore.