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Guess who pays in the long run? The customer. Companies pass their overhead costs on to the consumer or they don't stay in business for long. If this hair-brained scheme costs - say, a credit card company $1.5 million in 2008 they'll raise their rates to cover the cost.
Sure, it will hurt them short-term and they'll possibly re-evaluate their marketing strategy but they make a lot of money with those postage-paid cards - or else they wouldn't be spending hundreds of thousands of dollars to have them mailed out to everybody in the USA.
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