I suspect that this is about setting a mindset. Retailers are now unhappy that they got us used to "free" credit card use - they have to pay the provider of the service. Some now make a "credit card" surcharge - although it many cases this is just trying it on - the prices didn't go down to cash buyers when the cc charge got added - and it's amazing what happens with some retailers if you just say "no thank you, then" when asked.
Someone will have to pay for e-money and someone will want to make a profit from it. Either we pay or the reatiler does (i.e. we pay but don't notice it). The providers, hope (expect) that they can make it both. The big boys will initlially be able to say to the providers "we want price X" - until there is large user base in which many retailers will have to "fodl" and accept the %age the providers want. But in the interim, where the providers need to make market share, charge the user and not (or ather lower rates) the retailer makes sense.
Eventually, once there are enough users, the providers might have to change tack as consumers will be attracted by a better deal. In the end, even those who decide to keep using their paper money will wned up paying for the services - much like cash users pay for credit cards to day.
Of course, there still are retailers - esecially the low cost (e.g. Lidl) who won't take credit cards, for instance. And small retailers usually pya higher %ages. So somethign sniliar will happen with these schemes if they ever take off.
Remeber, as well, the organisations that currently distribute the folding stuff will probably control the e-versions - you can already hear the "no demand" argument .....