Bank of Amazon. Facebook Financial. Wal-Bank.

Amid intense lobbying by financial firms, U.S. policy makers for years have rejected attempts by big companies to muscle in on banking.

But Keith Noreika, the temporary head of the agency that oversees U.S. national banks, said Wednesday that it's time for another look. Addressing the industry at a conference in New York, he called for ending the centuries-old separation between banking and commerce.

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