A few facts that aren't going away any time soon:
1. There are 1000 different e-wallet based solutions which are swiss cheese of compatibility with the few number of retailers that have even bothered to look into them (These have fees as well mind you, just possibly less than CC transactions)
2. There are many loyalty reward cards / apps that do what you want quite well but only for specific customer/retailer relationships
3. Easy solutions that are both ubiquitous/cheap/secure would basically require the entire industry to jump onto a single standard who's fee schedule is really low / non-profit and who's infrastructure services / equipment are interchangable
If its not easy, customers will just use Credit Cards or cash
If its not ubiquitous, you may as well just use a rewards/points card program
If its not cheap, retailers may was well use credit cards because at least its a system well understood and comfortable with
If its not secure, retailers are on the hook for fraud and it will likely not be ubiquitous because which retailer would want to carry large purchase liability
All in all, its a 'solution' that on a green field may work. The articles frankly a utopian paradise where the slightly cheaper solution would require the entire infrastructure of our retail commerce system to be ripped out and replaced overnight in order to be feasible.
Lastly, by far the most important facet of any of these schemes is TRUST. If you don't have consumer trust in your transaction products, you won't have consumer buy-in. Loyalty cards have the maximum loss of whatever you've refilled them. CC/Bank cards generally have historically adequite means of limiting liability of holders (at the expense of retailers). What does this new system have to verify that my cash is safe with them?