It is truly amazing to see people fight for the card companies. That said I'm starting to be the weird one among my friends who still uses cash everywhere. So from my experience this is a real thing, these people really want to pay with their phones/watches and they don't care if there is a company in the middle of this taxing everyone. It is invisible, but the mom and pop biz that doesn't want to pay the price is an easy scapegoat.