IMO this all comes down to what gets defined as a "gift card". SB didn't really give a good definition. Some sites say everything is excluded, their own, visa/mc, 3rd party, everything. For other sites their own are excluded but 3rd party aren't because they're just merchandise (like target calling them 'entertainment' cards or specialty gift cards). I figure it's up to the promoter to determine if my purchase was eligible or not. Especially since they say "Items eligible for SB are subject to change without notice. " And we all know how meticulous they are about keeping the web pages up to date

So who's to say the webpage isn't outdated? I've had several shops across a few stores that gave 0sb. Some looked like it was eligible but still got nothing. So evidently something changed without notice. Likewise I've gotten a few to credit that I didn't expect to when I read the offer page after purchase (activated through the swagbutton so no notice beforehand). Or maybe
Best Buy is only excluded their own GC's but not the 3rd party ones, like we suspect. Or SB has a glitch in the programming and is paying out but really shouldn't. Hard to say at this point, but I would feel comfortable playing the "dumb" card and say I didn't realize 3rd party gift cards were supposed to be excluded as well. To get the bonus it has to be eligible to earn shop credit, so if I earned shop credit I would expect the bonus as well. If I didn't get shop credit, then I wouldn't expect the bonus either. Then again, I haven't hit this hard either. (like 9 total since Dec)
This promo has been going on for a few months now, I would think by now if SB wasn't getting paid from Best Buy on these purchases they would have fixed the glitch... but then again it's SB so who knows. Hard to say what will happen now that the blogosphere has picked the deal up.