It's more than that.
Unlike the data from private companies VISA or MasterCard, or payment processors, which they have to ask and may not come so easy, unlike private banks where locking your money may take a while (papers getting sent, approved, operations done only in banking days), their own electronic money solves all this: full control over all the information and tracking, full control for locking or confiscating the coins they want whenever they want.
Shortly: full surveillance and control, that's why they bother. And I expect to be cheaper to be used than credit cards, hence shops may even advertise/prefer this kind of payment.
And yes, I also expect it will allow reversal or payments; being centralized it may not even need a blockchain.