Passing the credit card expense directly to the consumer

I wondered if some company would start passing the cost of credit card processing onto the consumer. I just paid a bill online and it appears, although I'm not sure, to be the first time that I've seen someone pass the credit card expense directly onto the consumer. I notice that they don't take Visa, does Visa refuse to participate?
**************************

Thanks for making your tuition payment through US Tuition, the easy way to pay.

To get started, just enter the name of your school and click the MAKE A PAYMENT button. Note: MasterCard^®, Discover^®, and American Express^® cards are accepted for tuition payments.
Visa^® does not participate in the tuition payment program at this time.

When you use this service, they charge a 2.8% "convenience" fee. In their FAQs, they say:


Does the School profit in any way from the fee charged?
No, the convenience fee is paid to USTuition LLC. The School receives no portion of the fee.
 

Will a parent who is entitled to a refund and who paid using USTuition LLC receive all or a portion of the convenience fee back?
No, the convenience fee is non-refundable.