Bank of America Corp.'s [BAC] plan to block debit card purchases that would overdraw accounts highlights a paradox in the market today: giving consumers fewer choices can be seen as customer-friendly.

Treasury Secretary Timothy Geithner lauded the plan, which is expected to cost B of A billions in revenue, as part of the "process of restoring the trust and confidence in [banks'] customers." He openly urged other large institutions to follow the Charlotte company's lead.

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