It's a competitive network and priced accordingly, because there are different costs associated with establishing a white-label machine somewhere such as a convenience store, an airport, or a sporting arena. The costs are higher, and it's a competitive market.
As I said earlier, consumers have choices in terms of how they want to access their money. If they decide to go to a corner store to get their groceries instead of to the grocery store, the cost might be a bit higher. It's a choice that you choose to make, and you're advised of the fees ahead of time.