Before iDEAL we had a similar mess with different banks and even a telco pushing their own payment system. It was basically the Dutch webshop foundation (thuiswinkel.org, basically the webshop lobby) that said: f*ck it banks, clean up your mess! And so it happened.

They even tried to extend it to other European countries in 2011: https://www.bnnvara.nl/kassa/artikelen/ideal-in-de-ban-van-m...

Ideal is great. The missing part of the free market is that the other part of it (consumers) expecting you to not be an asshole.