It appears they are really intent on going after the MC/Visa market.  The article is spot on with what the merchants pay and how they are exploited.  It could be a way to make cryptocurrencies more acceptable to the masses.

We are seeing a ton of projects like that appearing.  While most have failed so far, at some point someone is going to crack the code and come up with something that really changes the nature of crypto payments.

Is this the one?