Debit cards, which are huge outside the US, never have reward programs (that I've seen anyway.) Visa does not charge different fees for different product types for them.
It's not unique, there's a few Cashback checking accounts out there.
Other banks require a certain amount of debt card transactions a month to remain fee free.
I have yet to see a debit card do a 1% cash back, which is really common in credit. Here in Canada, the debit charge (handled via the interbank Interac "sort of coop") are really low, 6 cents per transactions is about par. There's nowhere to tack on even a 10 cents cash back.