This is exactly it. It's important now because of Inksgiving. And you are correct. It's not that the extra 33% is vanishing, it's that they're not being up front about it.
If there's a tax or fee or something, tell us. But also, if it is a fee, then what's the 15% transaction fee on web transaction even for?
Anywhere else, exact fees are accounted for in detailed, legal documentation that users can look up. When you get a credit card, or a bank account, or paypal, you have a document that details all the complicated fees that are involved. You don't have a choice when your credit card charges you 26% compound interest, but you know what you'll be charged before you even sign up.
Even if they don't change it, it still needs to be documented and stated in clear terms what is happening.
Accountability and transparency in financial transactions. That is all I am asking for.