In JohnK's defense, I do find the T&C to be unclear on this topic, hence I started the thread as a means to discuss empirical findings about cards that do and do not earn EDR.
Purchasing a wish card and earning EDR points would allow double or triple dipping, whilst you cannot buy wish cards with other wish cards, you can say, buy a wish card (70 points), then use it to buy a woollies grocery card (70 points) then use it to buy the actual groceries (another 70 points) In this circumstance it's clear that allowing EDR points for GC purchases is a loophole.
Conversely, something like an iTunes gift card, for all intents and purposes is a product, it's stock that woollies can mark up and sell for a profit. Despite being labelled a gift card it's more akin to a mobile phone recharge voucher. In this case, it does make sense to award points because it's a consumable to be used outside of woollies (not unlike bread) I don't have issues with points being awarded for these, if woollies can make money from the sale of these then it should also award points.
This same logic should apply for gift cards for retailers outside of the woollies group, such as Myer, David Jones, Good food & wine, red balloon, accor hotels etc. To me these are also products that I presume woollies sell for a profit.
Then there are gift cards that belong to the woollies group whereby the retailer also awards EDR, such as Big W and BWS. I presume woollies make no (direct) profit from the sale of these cards and in theory shouldn't give points, but the purchases made with them do earn points, i.e. cards sold as a vehicle to earn profit.
The ones that annoy me, however are masters (and I believe dick smiths) where they do not award EDR points at the store, and the GC's themselves do not earn EDR points.
To me ultimately the logic to me comes down to which gift cards are sold for a profit and which are sold as a vehicle for earn profit.