Where's The PayMart For Payments?

Dave Birch picks up the discussion about the question we asked a few weeks ago in our Creating Wealth from Payments Innovation post: why isn't there a Wal-Mart for payments? Dave blames regulation - and that's certainly a factor. Reminds me of the days when airline fares in this country were heavily regulated, preventing a Southwest from emerging. On the other hand, the most successful new entrant in payments in recent history - PayPal - navigated the regulatory waters (state money transmitter laws primarily) relatively easily. One could argue regulation wasn't much of a barrier for their entry. Google Checkout - acting not like PayPal as a money transmitter but, rather, as a master merchant - seems to have avoided any financial regulatory issues. On the other hand, mobile payment provider Obopay's job description for a VP Treasury Operations includes being responsible for "compliance with Federal banking regulations such as Anti Money Laundering, Patriot Act, Regulation D and E, and the FFIEC guidelines" and for "state money transmitter regulations".