The last paragraph of the referenced article: "With awareness and use of DCC on the rise, FIs should not ignore the competitive edge that DCC-capable cards can provide. It can allow an FI to better serve customers who travel internationally, and at the same time, increase revenue."

The article also points to this Mercator Advisory Group posting:

Dynamic Currency Conversion: A Growing Global Opportunity
Posted: February 06, 2014
Author: Tristan Hugo-Webb
Abstract: As the obstacles to international travel and trade decline, the number of international travelers is likely to grow. As a result, around the world automated teller machines and point-of-sale terminals are likely to process larger volumes of transactions initiated by foreign payment cards. Dynamic currency conversion (DCC) solutions provide acquiring financial institutions, merchants, and consumers a method of meeting this growing opportunity.

Any time financial people talk about "growing opportunity," my BS meter pegs and my wallet starts to tingle.

So, keep your guard up out there!