It's definitely a natural evolution for a card processor to want to get involved in the crypto scene and it is surprising that it has taken them so long. I guess now that Paypal has semi-legitimized the whole idea and there has been no push back from the government, many more financial institutions are ready to take the plunge. Bitcoin and crypto in general is replicating the functionality of these payment card networks so they will certainly want to corner as much of the market as possible, drawing people into some sort of wallet that VISA controls and maybe even restricting it to the level of Paypal where it can only be bought/sold back to VISA. This gives them power over a lot of crypto and allows them to generate transaction fees while minimizing possible legal liabilities.