Can't use a gift card to buy osx lion

Today I went 30 miles to go to an Apple store only to find out that they DO NOT sell OS X Lion in stores, it is for download only!   I was told I must purchase OS X Lion from the App Store.  So I logged onto the App Store and attempted to purchase OS X Lion with an "Apple" give card which I verified has $80 on it.  The App Store would not accept the card, according to what I read I'm unable to use a gift card to purchase from the App Store!   I can't buy it in the store and I can't buy it online.   So how do I use my gift card to buy anything?
.... Gary Cox

I have people all the time buying me "Apple gift cards" thinking I can buy "Apple" products from "Apple".   How is it my fault that "Apple" puts some odd rule on it that I can't use it like "cash" to buy whatever I want from them?  If you go to Walmart with a "Walmart Gift Card" are you restricted to buying only a "Walmart brand product?" or perhas you can only use the "Walmart Gift Card" at a "Walmart" store only in the city in which it was bought? 
A brand of "gift card" has a consumer expectation to allow use at that brand's stores, including online, unless it was some sort of special promotion.  If you buy a "Visa" gift card, it's excpected to be the same as "cash" anywhere "Visa" is accepted.  If you buy an "Apple" gift card it is expected to be accepted at any "Apple" branded "store". 
So why would you want to buy an "Apple" gift card?   I will certainly tell people not to buy me Apple gift cards any more.   I'd rather have a "visa" gift card where I can use it elsewhere or perhaps a "walmart" gift card.
I will be glad to send you the Apple gift card.   However, according to my terms of shipment I must first ask for $30 shipping, $20 handling, $20 processing and $20 transfer fee.  Thus you owe me $90 for the card.  That's just the rules, it's not my fault that those are the rules.   Now you can save all the fee's and just come by and pick it up but I don't have the card with me, you can only obtain the card online. 
However, thank you for clarification on the use of "Apple gift cards".  I will know from now on to tell people to no longer buy "Apple gift cards" as you can't use them to buy but a certain set of "Apple" products unlike what you would normally expect from a company branded gift card.
So can I buy an Itunes gift card with my "Apple Gift Card"?

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