There is not hype about apple pay is because there is no promotions. softcard gives out amazon gift cards, american express gives out $50 a month with softcard. Apple pay sells same old credit cards with same fees and it requires stores to spend tons of money on new equipment. Why apple being a business does not offer incentives to other businesses. I think apple could get credit companies to offer discount if apple pay is more secure. Someone can still your credit card but no one can use your apple pay.