Well, it's just probably how marketing is done. But just like in majority of ads, you could always argue with their claims and taglines. You cannot expect these companies to be brutally honest in their promotions. Otherwise, Visa might end up saying, "Meet Visa. A network exclusively working for the banked."

To be honest, though, I notice that Bitcoin supporters have also been claiming more than what Bitcoin could provide. They, too, have their own share of this. They claim, for example, that Bitcoin addresses the problem of the world's unbanked population. Well, I should also say many of the unbanked are technologically-illiterate, poor, beyond the reach of electricity, doesn't have access to internet, and so on.