Plenty of retailer incentives for MCX
No fees, continuing gathering info on your customers, push ads at them...I can see why they don't like Apple Pay, it has the same fees as credit/card cards, and don't have any ability to know who is buying their stuff or advertise at them.
What exactly is the incentive for consumers to download this CurrentC app on their phone and scan codes or whatever it is they're supposed to be doing, instead of using the tried and true card or cash payment? I suppose they could offer you a small discount, giving back the fees that would otherwise go to the banks, but I ALREADY get cash back using my credit card, so whatever pittance they'd offer above that won't be worth it to me to get ads shoved in my face.
Plus I wonder how they'll deal with fraud...if my phone is stolen, and someone uses it to charge a bunch of crap at Walmart, do I get my money back? I doubt it, because there are laws that grant me zero liability for fraudulent credit card charges, but no such law for a special Walmart/CVS app that draws directly from my bank account! They'd tell me, "too bad, shouldn't have let your phone get stolen"
These retailers don't have to support NFC, and to be honest I don't really care if they do or not, and won't change my shopping patterns based on something like that. But if they make it more difficult for me to pay the way I choose to pay and try to force me into using their system, I can promise I'll never darken their door with my presence again!