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It's not Valve's requirement.
It Wal-Mart's.
They don't even interact with each other. These cards are from a 3rd party company.
Some Wal-Mart's, depending on where you live and especially during the holidays will enact a restriction on purchasing any goft cards to help prevent people from ransom scams and fraud.
I've seen this specific training video on how to spot customers that are potentially being ransomed by scammers on the net by purchasing multiple gifts cards. Its getting so bad, even YouTube has some of these types of commercials.
Crap like this...
https://www.wtae.com/article/walmart-target-best-buy-announce-gift-card-changes-to-battle-scammers/25243065
And as a real gift, you dont need such cards. A kid does not care if it gets a card or the equivalent as a promise.
Nobody ever said anything about some " one per customer" restriction in all the years i buy them.
So the people at the walmart I went to are full of it. They just didn't want to admit to me that it's their own policy. Good to know.