You can still get one completely free if you sign up at SquareUp.com - I am guessing the majority of the $9.95 is going to Apple for selling it on
apple.com and in retail stores - Square makes their money by getting a percentage of the transactions and their rates are in line with if not lower than what we pay for online transactions. We don't have a credit card 'machine' at my office, everything is done through an online merchant account. Rates vary drastically based on several factors from the type of rewards the card holder receives (IE the better the card is for the card holder the worse it is for the merchant) and for each piece of information you require for verification the rate is slightly lower for example name, address and zip code might give you 2.75% while name, address, zip, CVV code, phone #, etc might give you 2.5%...