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Square wants to reinvent payments, but don’t call it a “disruptor.”

While Ben Pfisterer, country manager for the payments technology company, admits Square’s terminals are “somewhat” in competition with the banks, he believes they’re serving a group that was previously left out in the cold.

“We get labelled as a ‘disruptor’ quite a lot and we don’t like that term,” he told Mashable. “We think that means you’re setting out to displace certain parties, and we’re simply here to provide products to markets that are under-served.”

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