This. And don't forget that most businesses have in their payment processing contract terms (set forth by Visa/MC ) that prevent the business from directly charging card users the card processing fees. Which means that everybody - even cash users - pay for those fees. What a racket.
I think this is one of the biggest issues here, that the EU is actually forbidding to charge credit card users the transaction fee. On the contrary, it should make it mandatory that card users have to pay the transaction fees themselves. This would automatically force card providers to reduce their fees, because nobody wants to use cards with high fees. It would also get rid of nonsensical cash-back systems.
The EU also regulated the fee to be very low, something like 0.1% of the transaction value, comparable to the implicit costs of handling cash. If it was America–style 5% then it would be a problem, but at 0.1% it's not.
The official Apple store (McShark) in Vienna used to pass this ~3% charge on to consumers (a few years ago, not sure if it's still true today - and also there is a real Apple Store now).
This has broke down in the last 5 years in the Asean region. Now most shops (that still accept cards) charges you 3-5% if you pay with Visa/Mastercard.