I hadn't heard of MCX until recently, and I believe most of the consortium's current customers are unaware of it's impending (2015) launch. What will be interesting to watch is when they do initiate the CurrentC program, though. From the various documents/sources that have been listed throughout the thread, it appears that once they bring the program online, the only pay options at Walmart, Target, et al, will be cash, CurrentC, or the store-issued credit/debit cards (Target RedCard, etc).
I can't believe their customers will flock to tie in their checking/savings accounts directly to these stores. Our (small) company offers direct deposit of paychecks, and over half of our employees refuse it because they just don't trust the idea of any entity having direct access to their bank account. It's a very small sample, I know, but I have an idea that a lot of people are leery of that, so I'lll be curious to see how their roll out is.
There's a whole lot of fail in their proposed process. I'm fairly certain reversing/disputing a charge through ACH is a lot more cumbersome than dealing with a credit card company. And why the hell do they need to track your health data??? Privacy much? Give them your SSN and drivers license to nicely tie in with your checking account number? Yes, just the information I'd like Target and Walmart to have.
On the plus side is an item I gleaned from the sources. If it's correct it offers some hope - apparently the merchants signing up with MCX had to sign a 3-year exclusivity agreement from the date they signed up. There is speculation that some of the merchants are nearing the end of their exclusivity agreement (if they got on board in 2012), and so may be able to reinstate NFC payments and take bank-issued credit cards when that ends. I hope so, at least.
Apple did what it does best - developed a process that is clean, elegant, and a win for both sides. The CC companies like it because it offers much better protection against fraud, the customers win because we get better security and a quick and smooth checkout experience. MCX is so clearly only a 'win' for the merchant, which no thought for the customers' security or convenience. The whole process is so clunky and outdated, I can't imagine it will gain any traction.