This is called a https://en.wikipedia.org/wiki/Controlled_payment_number and Bank of America (among others) has had it since the 20th century (16 years ago[1]).
[1]http://www.prnewswire.com/news-releases/mbna-introduces-the-...
[1]http://www.prnewswire.com/news-releases/mbna-introduces-the-...
None of this even addresses or ties who BoA uses as their core processor for CC, which is now TSYS, and typically have little knowledge a vCard was used.
The good thing for what we're doing at Final is that this goes beyond many credit card numbers, its rethinking what is a piece of plastic in hundreds of millions consumers pockets for how we shop and interact w/ merchants in this day and age.
1. logging in
2. clicking on your credit card's account
3. scrolling way down on the right hand side
4. knowing that "ShopSafe" is thing to click on
5. waiting for the little ShopSafe interface to load (it typically takes 10+ seconds)
6. clicking on either "Create a new number" or "Create a new number for recurring payment"
7. entering the security code from the actual physical card (probably a reasonable step)
8. actually filling out the details of the virtual number
That's just to create a number. And if you want to generate a number for something like Netflix or Github (fixed-cost, recurring) and not have to change it every 12 months, too bad -- BofA won't let you generate a recurring payment number that is valid for more than 12 months.
It may have been done before, but that doesn't mean it was done well. I think there's plenty of room for improvement in this area, whether it's done by BofA (who has apparently had 16 years to make something useful), or a new entrant like Final.