> it's all about what the company wants, rather than what the consumer wants.
This is definitely true, but I'm not sure how much it matters.
I, as a consumer, definitely prefer using credit cards because of the protection it affords me, plus I get rewards for what I buy - I never use a debit card to pay for things. I'm also a bit leery of the marketing surveillance state that's cropped up in the US over the past few years, and a scheme like this sets off alarm bells immediately. And I'm sufficiently well off that I'm unlikely to be enticed to try it out just to get some discounts.
But I'm also not a typical consumer. I could see where - if properly and/or luckily done - this might appeal to a not insignificant number of people. If I'm getting a bank account at Walmart, it's likely because I have difficulty getting one somewhere else. Those discounts might seem more attractive to me. Maybe you could argue that's the type of consumer who's also less likely to pay with their phone (or have a phone capable of handling the payments). Dunno, but it seems like even though nobody particularly wants this, it could work because there's a lot of folks who might not dislike it enough to make a difference. DIVX failed because the idea of DVDs that are single use is just a blatant cash grab. It's less obvious here, from the consumer's perspective.
My gut says clusterfuck, though.
EDIT: added a sentence.