Apple Pay marks its two-year anniversary this week, and while it supposedly helped spark a revolution for in-store mobile payments, there’s not much celebrating by Apple or its payments rivals.

While Apple, Samsung Pay, Android Pay and many others keep adding users, the rate of adoption is far below what was expected when Apple Pay arrived on Oct. 20, 2014.

More worrisome is the low repeat-user rate. Many consumers will sign up for a payment app and try it out with contactless technology like Near Field Communications (NFC) on a smartphone once to buy something in a store. After that, many don’t bother to do it a second time, because it is just too easy to use a credit or debit card — or even cash, according to a recent survey.

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