Yeah, I've seen a couple similar e-cards like Coin. I don't think that's the way the world is going, though. If they want to get a service to compete with the rest, they need to get an NFC-based payment service like Android Pay or Apple Pay. Samsung Pay got 'smart' and bought MST creators, and to the best of my knowledge, they get exclusive use of the technology (unless they agree to lease the patent for royalties), which gives them the advantage of being both NFC-based and magnetic stripe swipe without an actual card.