I totally disagree with “We proposed merchants "split the difference" in fee savings with their customer, giving customers ~1% in at-checkout "cashback". But this is just a worse version of credit card rewards.”
As a shopper, if I know that a SMB is saving 1% or even 2% on merchant fees, I would gladly choose that option, even if I miss out on rewards for that purchase.
As a shopper, if I know that a SMB is saving 1% or even 2% on merchant fees, I would gladly choose that option, even if I miss out on rewards for that purchase.