What Braintree and Square have done is create self-authenticating tokens in a natively multi-merchant construct, and that is a frigging big deal.

FORBES: Tokenization And The Collapse Of The Credit Card Payment Model

The first is the attempt to construct a logically compelling theory of self-interested altruism and reciprocity, enlisting anthropologists, Enlightenment philosophers and today's game theorists to do so.

ECONOMIST: Social change