Why now? It is nothing new. Jewellers all over the country have always been than happy to pay out cash for 'scrap' gold. However, some clever dick has now realised that there is a lot of money to be made via tv advertising from the misfortune and destitution of their fellow men with their cash for gold offers. Others have simply jumped on the bandwagon.
It must be very difficult for the person who is desperate for cash to open the envelope, see the readies and then decide to send the money back.
I have been in a similar situation. Forty years ago I inherited a small amount of jewellery. I took it to a local jeweller and was offered and accepted the scrap value of about £150. Two or three days later one of the items was in the window with a price tag of £750.
Perhaps the big difference today is that anyone who can lay his hands on gold by whatever means can now get it changed into cash. Remember to lock your doors and windows tonight.