That sure sounds like the desired result to me. The big sign on the ice cream stand says $4.64. Then I go and buy an ice cream I get charged, exactly $4.64, clear and simple. Mission fucking accomplished.

Oh I have cash in my back pocket, and I get a discount for that, sure mate, I'll happily pay a bit less than I was planning to pay anyway.

Are visa and MasterCard overcharging in their duopoly, yes. But that's not this battle (and they capped their fees a year or so ago in Aus to help combat that too).