This is a very good, and to me a very surpising move by Visa. Instead of ignoring innovation (like brick&mortar bookstores and cable companies did), they embrace it. Something I definitely didn't expect from a corporate mogul like Visa.
Bookstores and Cable companies don't have the same relationship with "innovation" as Square and Visa. Square is replacing cash payments with credit card payments, thus enhancing Visa business.
If you started a web video company that increased cable company revenue, I am sure the cable companies would endorse you as well.
The cable companies, bookstores, and visa, are all behaving rationally. There is nothing unexpected.
This is a very good, and to me a very surpising move by Visa. Instead of ignoring innovation (like brick&mortar bookstores and cable companies did), they embrace it. Something I definitely didn't expect from a corporate mogul like Visa.