According to the article in U.S. Banker,

It’s an understatement to say that banks had a rough go of it in 2008; consumers too. And NSF fee income may be rising as consumers struggle to pay their bills, but institutions counting on this rising revenue stream to counterbalance other declines should be on the lookout for both consumer and regulatory blowback.

…Bankers need to hold onto and grow deposits, but angst about overdraft is a leading cause of customer attrition. So as NSF charges multiply, flight risk increases.

…”People are becoming quite sensitive to the fees that they are paying,” Rubin says. “Banks may try to recoup some of their losses by fee revenue, the double-edged sword is that consumers are paying more attention.”