You seem to think that Visa is a bigger thing, than it actually is. That 3% is the total cost to the merchant. Visa is just a payments network. It is not the p

You seem to think that Visa is a bigger thing, than it actually is. That 3% is the total cost to the merchant. Visa is just a payments network. It is not the payment processor(the company that the card terminals connect to). They are not the issuer - the banks that charge as well. Visa facilitates integration between different payment processors and issuers, they don't even handle fraud or low level stuff.