It's a good point and it really is a fuzzy distinction, but consider Wal-Mart. They employ a lot of tech, but the goal is to put a product in the hands of a customer in exchange for money[0]. Visa is closer to the boundary: it's doing transactions, and a bigger portion of that business is just shuffling bits around than what Wal-Mart does.

But then again: is Amazon a tech company? AWS is, but the retail portion is less clear.

[0] Isn't that Apple too? Yes, but the sole product is a technology product (even if it has fashion aspects like the watch).