NFC automatically opening wallet

I have numerous consumer apps which use scannable bar codes to obtain discounts. If you attempt to scan these with a laser scanner which is close to the credit card NFC sensor, the iPhone screen automatically opens the wallet and promotes it to the front. In an ideal world, these consumer companies would make their loyalty program barcodes compatible with the wallet. But they want to drive use of their app.

I really do not know what the user benefit is to the auto opening wallet, since I have Face ID enabled, I always open it using a double click while looking at my phone to unlock the app. An open, but locked app is nothing more than a screen lock. It serves no usable purpose.