^^This. But others might charge a fee that might be eventually getting to Apple.
With passes in Wallet, people can replace their physical cards with digital versions that are stored right on their iPhone, streamlining the shopping experience.
developer.apple.com
There is a list there of some of the approved/certified providers to "distribute" cards and automatically "scan" them at PoS terminal.
Quick scan of a couple of the providers show them having a fee schedule based on number of passes generated and stored. But have a feeling that this is for those that don't have their own apps to generate passes (read: small companies vs airlines, Ticketmaster, etc). For example, a coffee shop I visit has a loyalty program that uses Cash App for tracking and they automatically generated a card for Wallet when I first signed up for their points.