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I bet most of us aren't actually making anything on cash back or rewards no matter what we do. %2 cash back isn't free. Everything I've learned about the store side of things says the fees merchants pay is higher than the cash back + rewards. You think the store just eats the cost? Most of it is being passed to the consumers.
However, I don't think removing the fees now would lower prices. Might prevent them from going up a bit longer though.
Often times the price is the same whether you’re using Credit Card or paying cash. That means the X% fees the business pays to credit card companies is built into the price of your purchase. I’d you’re not paying with a credit (and hence not getting cashback) you’re actually losing money / paying more.