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The "underbanked" are a segment that the CC companies are now essentially fighting over. They've all begun to issue cards that are "reload able" with cash at certain places, i.e. Walmart and can be used like a credit/debit card. This is a way to "get them in to the system." It's essentially "cash" though so the "live outside of your means" thing isn't an option. Also, the truth is, most large organizations would rather not deal in cash but a cash equivalent like a "MTA card" or a reload able cash card.