Consumers ultimately rule the market, and if they want something bad enough they can change businesses’ behavior. And the proof is in the pudding.

Today Bank of America, after several weeks of back lash from its announcement of its $5 debit card fee starting in January, has announced that the banking giant is going to drop the fee.

“We have listened to our customers very closely over the last few weeks and recognize their concern with our proposed debit usage fee,” David Darnell, co-chief operating officer, said in a statement today. “Our customers’ voices are most important to us. As a result, we are not currently charging the fee and will not be moving forward with any additional plans to do so.”