One of the best articles I have read yet on this space. The one point I would make is that when you have detailed purchase data (MCX) you open up a significant potential revenue stream from the CPG's wanting to promote offers and coupons and a better user experience of relevant coupons based on SKU level purchases. The question is will a participating bank share in that revenue & offset lost revenue or does the MCX merchant keep it. www.itisrelevant.com