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> The US also has incredibly pro-consumer regulation over credit cards

Not to take away from your example, but I was under the impression that transaction fees charged when using a credit card in the US were significantly more than in say, the EU?

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They are. It is a modest price to pay for legal protection at that level.
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In what world is 2-3% of every payment "modest", when actual fraud losses are an order of magnitude below that?
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The consumer reaps the benefits, but the 2-3% is charged to the merchant and the consumer gets some of that back as rewards points/cashback/etc.

Of course the business passes its costs right back to the consumer, but it's not visible to them, while the benefits are.

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Australia recently capped credit card fees. Yes, it has lead to a decline in credit points/cashback but in the end it's leaving more money in your pocket.
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Exactly, but a hidden cost is still a cost.
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Also: if the merchant does not offer a cash discount, it's not the card user that's paying the cost.
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Of course they still are. Just because you can't avoid paying a cost doesn't mean you're not paying it.
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