I'd much rather pay for my coffee in digital cash than pay an extra 2%+ to facilitate the transaction. If the product is poor, I just won't buy it again. Same goes for lunch, etc.
Cards that return ~1% back highlight a problem; the transaction fees are too high. $0.10/bitcoin transaction [1] is also steep for minor transactions. If it were more like $0.01, tiny transactions might take off...
Chargeback/escrow services/guarantees are appropriate when the money involved isn't small in relevant units.
Have you ever looked at what you're paying for in a credit card? Basically nothing. The merchant pays for everything. (occasionally, the merchant passes back the savings to you... like the occasional gas station that doesn't take credit cards, or a store that only accepts credit cards on purchases over $5)
Consumers pay damn near nothing on credit cards. That is why they use them.
Consumers want features such as reversibility of transactions, money back guarantees, and reward points. Credit Card companies offer _customers_ rights, not the business.
Businesses put up with credit card companies because it brings them additional business.
If you want to create a pro-business "transaction framework", go on ahead. (indeed, the Apple Store does this. All restrictions are strictly for pro-Apple reasons). But consumers are only willing to put up with so many pro-business storefronts.