My personal guess is that Google as a company is completely geared towards making revenue from anonymous users clicking on ads. The company does not seem to have the infrastructure in place to successfully act as a retailer to end consumers, be that for their Nexus phones or for Apps. A checkout scratch card would be grand, and a company with assets like Google should be able to get something like this going. They don't however, so I guess the ad revenue model can't be working to bad for them.
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