If one embeds a modest merchant fee into the price of the goods or service this sort of thing doesn't seem to get noticed and therefore not complained about. However, when a business adds on the merchant fee including a common handling fee over and above the price of the goods or services, it then is at risk. Typically here in Oz, the great majority of times the consumer will not know how much is being charged as the fee does not appear anywhere on invoices or receipts. Much of the time no fee at all is charged separately at POS, it is absorbed into the costs. Many businesses here simply will not accept Amex for they charge multiples of the mainstream. It's ok if you can get away with it but I feel public opinion has caught them up.