I think you're missing the fact these issuers don't stick with one scheme. If they are a visa participant, they are also a MasterCard participant. I don't think they'd work hard to poach consumers from other schemes to Visa - what's in it for them other than their portion of the fees?
Visa is only trying to gain more market share by reducing interoperability. And that doesn't go well with everyone.
Visa, page-95
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