I'd rather the merchant get the percentage. Particularly with smaller merchants who are forced to pay larger percentages on charges.
I also don't like all the games that card issuers make us play. "Rewards" -- with qualifications. "Cash back" -- with qualifications. "Miles" -- don't even get me started.
For my part, I no longer wish to participate -- any more than I find absolutely necessary -- in furthering this system and its entrenched leaders. So, putting my money where my mouth is...
After working for a few years in the financial industry, I believe that interchange fees are fundamentally immoral. The US interchange market is fundamentally broken, and they act as a perverse incentive.
I make it a point to use cash when I can, especially with smaller businesses. I feel like I'm getting my money's worth.