Wow, this is super shitty, though I'm honestly surprised that if they were going to reverse this policy they wouldn't have done it much more quickly when they changed the model from being about used game discounts (which was like, 2+ years ago i think?). Also really fucked up for the poor employees who peddled this as a value for folks who mainly buy digital; I feel like that's actually gotta be the main conceit for a lot of buyers actually.
I still like to buy physical as often as I can, and I like my local GameStop, but I don't know if I buy enough non-digital regularly to warrant having this anymore. It's only $15 so it's whatever to me personally; if I don't get the value out of the card matching the price paid I don't really care, but this definitely sucks. It was nice going in once a month for a very streamlined purchase of some PSN or Steam and currency and getting $5 off.