The industry of high risk merchant processing continues to change and evolve within the payments ecosphere. Companies that were once considered traditional merchants are now considered high risk and vice-versa. New merchant industries, with the advent of emerging technologies continues are being born and payment processors, banks, acquirers, issuers, the Association (ie. Visa and MasterCard) and American Express, Discover, loyalty companies, PCI companies and other players within the payments industry need to find their fit amongst within the industry. Credit card processing companies play a significant and important role as these companies are the conduit between the high risk merchant and the Associations and play the part of providing real service and value to the online store or retail merchant.