Banks broadly do not believe they have material edges in underwriting consumers: if you are a) a very good credit risk and b) use a lot of credit, banks perceive that it is highly likely all of their competitors will believe the same two things about you, particularly over time.
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(An interesting market opportunity for banks is specializing in people whose circumstances are specialized such that the technology which enables the last tweet, such as credit reports and FICO scoring, does not correctly bucket them as low-risk but where they still borrow lots.)
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So if banks think "Well, if we don't extend credit at the margin our competitors certainly will", whereas previously they might be OK losing the opportunity for your business to protect their risk profile, these days they want you to *know* you have headroom on your card.
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"I don't want to lose a single business trip worth of expenses to Amex just because they were worried about going over and MOST PARTICULARLY I do not want Amex to get their transactions *next month, too* because of an opportunity to change habits or stored cards."
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That is also downstream of the increasing computerization of user spending behavior: previously, the jargon was literally "We want to be 'top of wallet'; the card our customer habitually reaches for first." The expectation is all other cards are a short distance away in wallet.
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When your business runs transactions monthly on AWS or you personally have a card installed on Apple Pay, though, the difference between "top of wallet" and the next card is *gigantic*. Your "next card" isn't on the system charging you money and probably isn't on *you* either!
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You'll note that "Ahah, they are trying to trick you into spending more than you can afford" is a very different narrative from "Ahah, they are hoping you concentrate more of your transactions on them this month, pay back quickly, and come back for more next month."
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There exists a heterogeneity of strategies and a wide distribution in customer behavior. Some banks (and some products at a particular bank) might be caricatured as being more of the first, and some more of the second. And some are both, for different people.
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Financially unsophisticated people, including very smart financially unsophisticated people, often believe "Banks can't make any money from you if you are a responsible user of credit. They want you to get in over your head." This is false as stated.
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Banks sell financial services. Sometimes the pricing is a little opaque to the end user, because it is subsidized by someone else. If you consume a lot of financial services, and banks are eagerly courting your business, it is *probably not* because they're bad at math.
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A concrete example: which of the following two customers is more lucrative? A: Spends $10k. This strains them; they can pay back the minimums, but it will take them years to pay off, at a 15% APR the whole while. B: Spends $10k monthly. Never pays a cent in interest.
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Answer: depends *almost entirely* on what it cost the bank to acquire and keep B's business, because B is *printing money* via interchange. A contributes about ~$1.3k of revenue per year (plus $200~$300 in month 1). B contributes about $2.5~$3k annually.
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(Should insert a *plausibly* before "contributes" because there are actually a lot of different interchange rates the issuer could be receiving depending on product, jurisdiction, card brand, regulation, etc, and I should clarify "I'm being very handwavy on math here.")
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End of conversation
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