They can try as much as they want to stall the upcoming surge of the everyday usage of bitcoin but they can't run away too far. In the end no matter what happens there will be a time when bitcoin exchanges or wallets or banks or whatever you want to call it will have a system like mobile payment app or sorts and we will see a lot of new stuff for payment as well which would allow people to do all of this without the worry of visa or mastercard doing whatever they want to.
The only thing required is one crypto company and one bank agreeing on working globally on a mobile app that would allow people to do this, that's it. One agreement, one deal, one contract. As soon as that happens we are off to the races.
Financial companies such as them are only afraid that cryptocurrencies will take a market share in their lone of business which is being a payment option. And as you say they can only run away too far from it as more people and establishments will come to accept cryptocurrencies as payments and soon enough they will make and easier method to issue such cards.