In a reflection of Washington's recent zeal for consumer protection, a new credit card marketing pitch boasts that the company treats customers fairly.

Television spots for Discover Financial Services' (DFS) "it" card emphasize that customers don't owe a late fee after their first overdue payment. The ads end with the slogan: "We treat you like you'd treat you." The card's tag line: "Fair. Generous. Flexible. Human."

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