Choice is the real thing though more than actual value add. I feel like I see it less now, but recall seeing how vendors would only accept certain cards and not others (frequently, not American Express) which was as far as I know stemming mostly from higher fees they didn't want to pay. Similarly, places would not accept credit cards at all if they had razor margins and didn't want to eat the fee. I still know of a few places like that, often with an ATM near by so the customer can pay a fee if they are caught unaware.

That was the thing though, a business could decline to accept particular cards or cards at all and still perform transactions. That "opportunity" has generally not extended to the app store world in a practical way. If you want to play, they had their cut and customers and vendors didn't have a whole lot of say in what was reasonable. There is no simple default transaction (like cash) that they were trying to out compete.