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.
In days of yore, Visa did processing on IBM iron. The iron in question took a while to boot, and time is very definitely money to Visa and they wanted to speed up reboots (e.g., after a crash). Saving seconds = $$$.
Visa to IBM: "Please give us the source code for the <boot path stuff>, it's costing us money."
IBM: LOL
Visa to some big banks: "Please tell IBM to give us the source code for this, it's costing you money."
IBM, a little later: "Here's a tape. Need any help?"