What should be "up" here? Of course Apple wants people to use this, but it is only possible through their devices and not everyone owns them and even if they do not everyone uses or has to use it. Apple Pay is not needed to use the iPhone.
Of course, just ike Ford wants people to drive their cars and Bayer wants people to use Aspirin. Victoria's Secret is all over the place now, but as yet I don't see any people forced to buy their underwear. It is advertising and I see no difference with other companies pushing their product aggressively. Also it is WF doing the advertising here, not Apple.
It is quite easy to refuse to use it. No one is forcing you to do it, and it takes several steps to activate. Apple Pay is not an addiction where people need support to not use it.
Again, there is free choice and sure people will be swayed by aggressive marketing, but you cannot seriously expect any company to stop advertising because people will be unable to refuse the product? If that is your ambition you should focus on banks that offer short term loans at ridiculous interest rates or retailers with pay-later schemes.