Xapo was the first company to do this, and they ship these cards to almost every country in the world. They have a fair bit of fee's, but the first year is free, there after a Annual
fee is charged. The highest fee comes in when you lost your card and you want to expedite the replacement. { $55 }
The hidden fee's for this new card will surely come, but the limited availability, will surely make it a less attractive option, in my books. I VOTE for less KYC/AML nonsense.
When Xapo cards came out, there was not much media exposure. Coinbase is a big bitcoin exchange, so the issue of visa debit card by it is quite significant.
Coinbase is also a payment processor for many retailers. If they can combine the debit card and payment process, they can make more profit so the credit card fee can be lower.