Visa, you are evil.

Okay, I’m not going out on a limb calling a credit card company evil. Clearly, I’m not living out there on the edge with some horribly controversial stance, but that doesn’t mean it isn’t true.

Okay, so why am I saying Visa is evil? At the moment, at least, for their Visa Check Card ads. These 30 second festivals of consumerism, that show how nothing makes you happier than spending your money. And if spending is the protagonist in these little vignettes, then not spending fast enough is the antagonist.

We’re treated to choreographed musical montages featuring the well-oiled machine that is our “WANT!” society set to various themes, from Powerhouse, to Rockit, to When The Saints Go Marching In. In them, the fool who dares to not use the check card brings the entire society as we know it to a horrible, catastrphic stop.

Aside from the complete glorification of the entire process of buying that which we don’t need, there’s a bigger problem; they make it seem as if the retailer/restaurateur/comic book guy would really rather it if you used a Visa card instead of paying cash.

It’s a lie.

Every time you use a Visa card at one of these establishments, whether it’s a debit card or a credit card, they pay a processing fee to the credit card company. Money they wouldn’t be paying if you used cash.

I use my credit card almost exclusively. I don’t pay a fee, I earn rewards, and I pay off the balance in full every month. Which means that not only is Visa not making any money in fees off me, but they’re actually giving me rewards. And they love me. Why? Those fees they rake in hand over fist from the retailers. Here’s a PDF showing what those fees are, though they are careful to point out that the merchants pay a discounted rate.

Now, I said “almost exclusively” up there. When I’m patronizing a small business, especially if the dollar amount is in the $20 or less range, I won’t use the card. And despite the urging of these awful pieces of propaganda from Visa, that’s what you should do. Money doesn’t come easily to these small businesses, and you can do your part to keep as much of it in their hands instead of entities whose entire profit model is based on screwing people out of as much money as they can.

If you can somehow mute any music that’s in the place when you do pay with cash, then bonus.