Things like little kiddy rides and vending machines are able to take contactless payments (in the UK). I don't really see how this can be a valid arguement.
It varies by country. In NZ we pay about $0.5 each time using contactless/apple pay, but 0 when using chip+pin.
IMO websites and/or open API's are way to go - allows third parties to build integrations, automations and superapps that enable all sort of benefits for users.