I'm not sure if other credit card companies do this. It's the first time I've seen it. Discover lets you pick your credit card design from hundreds of choices. I picked this one cuz I like giraffes. I also picked another clear, funky dots pattern. You can pick as many different card designs as you want. Pretty cool if you ask me.
Brian wondered why a credit card company would spend so much money doing such a thing. To me, it was obvious. I'm sure Discover is looking for any reason they can give customers to pass up that Visa and Mastercard and use the Discover. I'm personally more likely to reach for this card now that it's got the positive connotation of my favorite animal. And since Discover gives a pretty good cashback bonus, there's no good reason not to.