Okay so is Steam enough of a money printer for Valve to say "well fuck you guys, we'll make our own credit card with hookers and bingo"? And hold out Half-Life 3 (only purchasable with the ValveCard) as a carrot?
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Amazon, Walmart, Target and then increasingly unsure.
But they have partnered with GS and MC. Far from any sort of "finance industry roots".
They essentially offer a fancy UI on top of GS products and other traditional banks.
Apple Cash -> Green Dot or some other no name bank
Apple Card -> Goldman Sachs
Apple Pay -> some very small percentage of the bank and network fees charged to merchants