Even at its worst the open market is the best 'incentivisor' for innovation and good customer service in financial services.

BBC: Man looking at a falling graph

Since Intuit is primarily a services firm, it cares more about offering a good customer experience than promoting a specific mobile payment technology, Hylen said.

FORBES: Intuit: Mobile Payment 'Swipes' Will Go Away, But NFC Probably Not The Solution

The Consumer Council for Water South West (CCWater South West) said the rebate was good for customer relations, but consumers were still paying a "disproportionate" price for water services.

BBC: Water customers have not been given a rebate since 1998