[zepto]

This seems like an idealistic restatement of the 'open always wins' mantra, with no real logic supported by facts.

The web that you mention is a strong counter example. It is dominated by a few giant corporations, and in many places, increasingly subject to government restrictions.

The web isn't successful because of ideological openness and resistance to control by powerful actors. It's successful because it is extraordinarily useful.

Merchants may see a few percentage points of fee reduction as a potential margin increase for themselves, so 'want' whatever cuts their costs.

Consumers on the other hand want an easy solution that they don't need to worry about.

Apple Pay delivers on the consumer end of this.

A competing solution would need to deliver both to stand a chance.