AH likely incurs only a minimal cost, just a few cents per transaction, when customers use Maestro or VPAY cards. Introducing credit card acceptance could significantly impact their profit margins. Due to the PSD2 directive, businesses in the Netherlands are prohibited from imposing additional charges for alternate payment methods. Although some stores (both online and brick-and-mortar) still practice this, they are legally vulnerable. While this approach might work for smaller businesses, a giant like AH wouldn't be able to bypass these regulations. Therefore, refraining from credit card acceptance seems to be the wiser choice for them.