I heard a news broadcast to expect all the major banks to be doing this soon. The bank reform act passed by the congresscritters allows the banks to do this, IIRC.
I'm not sure being allowed to do it was the driver on this one. I think being allowed to do it was a concession that had to be made for what I really think is driving it:
Transaction fees on debit card purchases (well, online PIN debit) were capped hard with that reform act. Good for retailers but the banks certainly aren't happy about it. Those are the two warring factions in this matter and the consumer is stuck between them.
We were running some numbers at our place the other day. Our typical transaction is about $70. About $1.40 goes to credit card processing fees on something like that. The reform act capped it, and don't quote me on this, to be something closer t0 $0.40 on that size transaction for PIN debit (which we can't currently do, I'm working on it). That's a buck in our pocket if we can get you to do a PIN debit vs. defaulting back to a credit-card like sale on your debit card.
Granted, debit was always lower, unless you were talking about sub $5 transactions, but now there's a fancy Federal guarantee to keep them down there so I think we're going to see more places really try and "force" people into PIN debit when they swipe a capable card.
I know I'm working hard on it. I play with this stuff at other retailers and note which systems know I swiped a PIN debit card and which don't. Still trying to figure out how they KNOW that, but, whatever, that's another discussion.
But, as a consumer, anybody trying to jack me for $5/mo for having a freaking debit card is going to get the boot. No way, no how.