That'd probably raise some anti-trust issues, though.
Whats good for the goose is good for the gander. CurrentC stores in the CurrentC consortium (thats what it is, regardless of what they call it) are actively blocking NFC cards, one of which allowed it to occur for a period of time and then when a competitor hit the market before them, they actively worked to disable the ability to use the service.
Any sort of anti-trust issue that arises from Google and Apple banning their apps is the same as CurrentC users banning the use of NFC. They lost this battle when they took active steps to stop a working system. They might have had an argument about 'not upgrading to equipment with NFC' for various reasons, but thats not what they did. CVS has NFC capable equipment and WAS accepting it, then turned it off.
They (CurrentC) loses