Every store you walk into accepts mastercard (for instance). All of those machines that swipe your card are processed through different processing companies and banks. Each of those companies have "connections" just like USAT. Some more than others. The end-users money is eventually deposited into the merchant's account. The middle-men take their cut.
It's all about the number of connections USAT puts in place. USAT's added value services are "the difference" to the distributors/vendors. Otherwise you are right; it's just a commodity service.
The macro acceptance is good for everyone in the industry accepting cashless payments. It means it will become more accepted by the public.
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