I think that the reason for the new rules is personal data protection. This is very strict in EU and the new directive is to be implemented soon so this is probably some precausion measure. But I thinK that Visa nad Msste will suffer loses not to be present with bitcoin debit cards outside EU because more and more users are intresetd in it and to my opinon this is the future, this is very convenient wa to spend bitcoins everywhere. Maybe also bitcoin credit cards will appear some day.